The brand new store prototype is a retail experience for the ultimate outdoorsman - targeting the hunting, camping and fishing enthusiast. Based on the infamous magazine with the same label, Field & Stream now has the authority in the retail space. Outside showcasing the products, the overall space was transformed into a warm, rustic environment that truly brings the outdoors, in. With the goal being to keep the space as realistic as possible, authentic, stone-wrapped columns, warm wood floors and polished concrete aisles set the foundation for the design. Every store has a strong, wide center aisle immediately upon entering, with overhead panels and custom light fixtures for easy customer navigation. Finding ways to integrate taxidermy into the design in a meaningful way, allowing a story to be told, was an important factor in the overall ambiance. Intricate taxidermy displays create key focal points throughout the space while natural materials create an ideal space for not only shoppers but the employees, experts in their field, to share one-on-one product knowledge with the consumer. The graphic communication within the store needed to be a layer that would enhance the bold architecture and design of the store. By adding soft photography, simple way- finding, and consistent brand signage, the graphics balanced out the hard, rustic feel of the space. These complimentary elements elevated the overall look of the store. Each store is unique with signage and maps highlighting local landmarks and geography, for a more custom shopper experience. With the store design approximately 40,000 square feet, the space is flexible and competitively sized in order to more successfully rollout the concept to various real estate spaces in the near future.