Working closely with the owner, I developed a new concept to reinvigorate an existing sports apparel and equipment business.  Relocating to a high-profile and unique site in Newton, MA, the new concept is derived from images representing speed, action and performance that defined the color, finishes, graphics and fixturing.  The configuration of the existing space lent itself to the development of the front-of-house retail sales areas and back-of-house stock, equipment rentals and servicing.