ATHLETA

When Gap acquired Athleta, it was still a catalog based company. I was part of the team that was assigned to create a concept store environment for the brand. Our goal was to create a look and feel that inspires, motivates and offer a sense of community. As the lead designer I created marketing imagery and seasonal campaigns that will communicate that message. I used images that has authentic sensibility, fashionable but simple and performance ridden.

The store was divided into 4 zones which were inspired by the four elements of nature. Each zone correspond with the element and the sports or activities that is associated with the element. Shop by sport: FIRE – Gym, Training, Triathlon, Adventure, AIR – Walk, Run, Explore, WATER – Swim, Surf, EARTH – Yoga, Studio

Seasonal window campaigns and rendering of the exterior of the store.