Lids’ designs were driven by the extensive consumer data and insights gathered when first introduced to this project. The mission was to drastically change the way all current and potential consumers perceived the brand, which is why a necessary pivot of the target market was instituted to help guide the conceptual direction.
The installation of both digital and physical displays throughout the space speaks to an entirely new audience. Customizable areas are strategically placed throughout the store to give the customer options to browse, create, and purchase. The customer journey is lined with striking imagery and copy, product structures, and feature bays to both inform and allure Lids’ new target in this revamped space.