When Montreal firm GHA shoppingscapes and the American
With offices in Montreal and
And1, a specialty chain dealing in basketball equipment, is already well known in Europe and
In order to carve out a space in the neighbourhood, but looks as though the storehad always been there, the designers renovated an old industrial building. The ceiling's wooden framework was conserved and integrated into the design, while stairs were inserted in the back of the store, a nod to those leading up to typical Philadelphia homes where many youths congregate.
The GHA and
In terms of the design, the store is takes shape around an immense wall, the centrepiece of the space, which showcases dozens of shoe models. The light-woodfloor and the orange are reminiscent of basketball courts, while the benches remind us of those at the court's edge or in the change room.
The opening was accompanied by a huge marketing operation: each box of shoes sold contained a video cassette featuring famous American players. Mandated by the company, a basketball team is touring the country playing local teams under the theme: United Streets of America.
Translation by Jennifer Edwards