“When you think about innovation, typically it’s product. But there are so many other ways that you can be innovative,” said Ryan Goldston, who cofounded the Athletic Propulsion Labs footwear brand with his twin brother Adam in 2009. “For us, when we looked at retail, we thought that was the best opportunity to show how we can be innovation in thought.”
They realized that the location, with its 19-foot ceilings, could be transformed into an experiential space, much like the Los Angeles In the center and on the perimeter of the store, the men’s, women’s and children’s shoes are displayed in custom-designed golden Viabizzuno “trophy boxes” with a brushed finish intended to be a nod to the gold Audemars Piguet watches both brothers wear. The boxes are intended to create a gallery-like experience while customers browse the assortment out in the open.
The California store has what Ryan described as “probably the most undesirable proportions within retail. The space is 32 feet tall, 16 feet wide, 160 feet long. So it looks like a very long, tall hallway and the only way you can see all of the product is to walk the length of the space. But we felt those constraints allowed us to dream and execute in a way that if we had unlimited proportions and unlimited budget, we probably wouldn’t have that idea.
Next up may be Tokyo, they revealed. And while they have not finalized plans, they already have an idea on what they’d like to create in that city. “We’ve finished the idea and it is one that is truly special,” he said.