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| Gensler designs a place where boys can be boys  Raceline Motorworks, a new 5,000-square-foot retail and entertainment destination designed by Gensler opened in August 2005 at Westfield Hawthorn mall in Vernon Hills, IL. From a store entrance that resembles an open race car semi-trailer truck, to a pit row assembly area and on/off road racetrack, every store design detail immerses visitors in the experience of a day at the speedway. Targeted to kids aged 4-12, the new concept store is intended to be the boys' answer to the widely popular American Girl Place shopping experience, and akin to the interactivity of Build-A-Bear Workshop Inc.Collaborating with Experience Enterprises, Gensler established both the brand platform and the comprehensive graphic "look" for Raceline Motorworks, including development of the store name, logo, environmental graphics, signage, uniforms, packaging, and print collateral. Additionally, Gensler branded all the car-lines, providing Raceline Motorworks with a means to market and differentiate their products. The store design evokes the carnival-like atmosphere of the "Race Day" experience, from the iconic garage door exterior to interior elements such as a grandstand, a track, pit row, and a racing team's truck and garage. Racing stripes, reminiscent of tire skid marks, enliven the store's walls and products. Large animal and nature-themed symbols establish the car model identities, and a graphic system of icons efficiently communicates the various product offerings. Raceline Motorworks plans to rollout multiple stores throughout Chicago, the Midwest, and other regions of the US in the coming years. Future stores will have different racetracks to encourage club members to visit other stores and race the Raceline Motorworks circuit. write your comments about the article :: © 2006 Construction News :: home page |