chicago
sports

RETAIL: SPORTS
Navy Pier, CH

Interior Design / Branding / Fixtures & Displays / Lighting /

Fabrication / Signage / Installation

Photo Credit: Eric Kleinberg

Since 1987, Chicago Sports and Novelty has been selling jerseys, t-shirts, and anything with a Cubs, Sox, Bulls, Hawks, and Bears logos to a wide range of windy city sports fans. When Navy Pier offered up a prime location in the new development of the Pier, Chicago Sports hired 555 International to elevate their tried and true retail formula to one that would engage with younger audiences, driving brand awareness and retail traction.

Knowing that the majority of guests would be non-locals, our goal was to deliver a retail concept that celebrates the city of Chicago through a range of design features within the space while putting Chicago Sports at the forefront. As a first step to elevate the overall brand image, we redesigned their iconic logo to reflect their historical baseball roots, keeping the original nostalgia while simplifying it for the modern day.

To attract guests from the busy traffic flow of the main walkway, we designed and custom-built an impactful entrance archway comprising hundreds of suspended sports equipment representing each team in the store. The equipment was painted white and arranged in a pattern arching overhead, each piece individually prepped at 555's fabrication warehouse on Chicago's south side before being installed on-site. On one side of the archway, signed jerseys from some of Chicago's team's greatest players are displayed in a glass trophy case; on the other side, a hand-wrapped Chicago Sports logo emulating embroidery on a baseball jersey provides the backdrop for the main POS counter.

Along the back wall, a 20-foot-wide hat wall pays tribute to Chicago's flag, drawing guests in to see one of the store's best-selling products. An interactive wall featuring a custom-made map of Chicago provides local tips for guests visiting the area. But for us it's not just about design, it's also about the function. That's why we fabricated an adaptable retail merchandising system that leverages standard industry hardware, customized with white powder coat and natural wood infill to fit with the Chicago Sports brand and merchandising needs.