The Specialized story is driven by innovation at every level. So telling that story at each turn stage of the consumer journey is critical to differentiating the brand and validating their core message. However, the world of the traditional retail bike shop is one of density and getting the attention of the consumer takes courage to let go of a small portion of the available space and provide an opportunity to speak to the emotional side of the rider as an access point to in depth innovation stories. Our environmental and brand teams combined their efforts to develop a series of product experiences that elevated a simplified, scaleable and ownable system of elements that the brand could begin to rely on as visual beacons and concept amplifiers to help consumers navigate often overwhelming retail spaces. The result was a series of builds which allowed the Specialized team to drive long-term product storytelling arcs through the investment in product and category platforms that utilized their base fixturing, but allowed for the incorporation of cost effective elements the consumer could begin to associate with each story. While the elements are intended to be used in a variety of configurations, they’re employed with consistency to give the consumer a trusted understanding of the brand’s story over time and a foundation for a lifetime of benefits from the Specialized commitment to the rider.