Problem:
A group of investors wanted to develop a totally unique flagship store on Sanibel Island Florida operating as an exclusive Orvis franchise. While the island had a strong reputation for light tackle sport fishing, no other facility in the surrounding area offered a combination of exclusive high-end fishing tackle devoted to fly fishing. They wanted to appeal to men and women through a wide selection of top brand clothing, gifts, and accessories.
Opportunity:
Sanibel Light Tackle Outfitters was seeking a store that would:
1) have an old-store, wood interior presentation,
2) present strongly featured departmental merchandising,
3) incorporate a teaching center for instructions on fishing, fly tying, and overall knowledge about other aspects of the sport,
4) create dramatic merchandising presentation using unusual lighting, diaramas, and a special section that featured custom manufactured rods,
5) present a new logo that would capture the dramatic essence of the store’s appeal,
6) create an exterior environment that replicated the look of an old store sitting on a warf, and
7) utilize interior signage that had the look and feel of being over 75 years old.
Solution:
Automotive In-Store Marketing, Inc.’s designers plunged into the tasks and developed:
1) a new logo with a variation that used the expression “Sanibel…Where fish fight people!”
2) created a one-of-a-kind “wall of rods and reels” that presented the finest fishing tackle against a red velvet back lit background,
3) fabricated the entire interior out of custom carved pine wood,
4) intentionally installed a floor system that creaked portraying the look and feel of an old store,
5) designed an exterior of distressed, weathered wood that replicated the feel and look of an old store sitting next to a water front, and
6) developed a series of interior signs that were hand carved depicting an old, early, 1920’s theme.
Result:
The grand opening was a major event that garnered acclimation throughout the fishing world. Many observers commented that this store was the finest presentation ever seen in a similar type store in the country.
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