TD Garden Proshop

Legendary RETAIL STORE RE-BRAND

On the hallowed grounds of the original Boston Garden, an unprecedented expansion of TD Garden took place known as the Legendary Transformation. The cornerstone to the project was the all-new Proshop; Re-imagined in a new, larger location, just steps away from Causeway Street and needed to have a distinctive Boston accent integrated into the theme design.

Chameleon DG, a long-time creative partner for the TD Garden and Boston Bruins, was commissioned to design and develop the overall visual graphic theme, and creative direction for the retail store. Being fans ourselves, we started with the customer journey, mapping through the physical translation and passion of the Boston Fan. The visual design theme heightens the customer experience, paying homage to the historical Boston sports past, and still able to timelessly transition the store into the future.

CLIENT

TD Garden

LOCATION

Boston, MA

INDUSTRY

Sports, Lifestyle, Retail

SERVICES

Brand Strategy

Physical Branding

Creative Direction

In-Store Graphics

Video Post Production

Motion Graphics

POP & POS Displays

Creative Concepting & Execution

STORE BRANDING

The customer journey begins on Causeway street with a vibrant storefront that reflects the spirit of the community and forms a personal connection with the passionate Boston fans before they walk through the door. The overall branding of the interior store design theme highlights Boston sports history with iconic sport moment murals, current team player and store section signage, prevalent throughout the store. The placement of each was carefully chosen so the customer is immersed in Boston sports history as they shop and navigate themselves around the store.

The main backdrop, and unifying design element, we defined as the “Legends Texture” is used throughout the retail environment, comprised of current and past legends names from the Boston Bruins and Celtics teams. The varying scale and orientation of the names and numbers, creates an interesting design texture that compliments the murals, bringing the overall theme together.

IN-STORE MOTION GRAPHICS

When it came to integrating technology into the store and continuing the Boston history and tradition theme, it was all about consistency. Seamlessly bringing the theme to life is a multi-panel, looping, motion graphic rich video sequence that runs as a main feature on the LED ring at the center of the store. Fans can immerse themselves in the rich history of TD Garden, taking in images and highlight-reel footage of Garden legends, old and new, while they shop for their favorite Boston sports products. The animations were also produced in varying resolution formats for optimal viewing on other digital screens strategically placed throughout the store for increased interactive advertising opportunities.