WATERLOO, WI (BRAIN)—Trek is expanding its Retail Design Lab in its hometown, experimenting with new packaging, merchandising and environmental design. The store is completely powered by wind.
“Helping retailers improve the look and feel of their stores is an increasingly important resource in helping them grow their businesses," said Jeramie Selders, Trek's director of retail design and environmental design. "Beyond that, being able to communicate our brand message through our retailers across dozens of countries and languages is a massive challenge, but one that Trek is uniquely equipped to address with this design lab and staff.”
The 1,800 square-foot space is the third iteration of the Retail Design Lab since 2008. The Lab is adjacent to Trek's carbon frame factory and incorporates reclaimed ash from Wisconsin barns with steel fixtures to pay homage to the brand’s beginnings of building steel frames in a small barn in downtown Waterloo. The materials were all locally-sourced.