We surveyed 200 people and extracted a strong POV for the brand: Climbing is Creative. We applied this lens to their retail experience, product display innovations and design treatment to challenge the creative boundaries of what outdoor brands are typically known for. We pushed the previous mannequin and hanger display to a larger-than-life, immersive experience. We reimagined the customer journey into 3D environments to display product and lifestyle. Our creative design allowed our partners to layer in an AR application, allowing for more interaction and participation than ever before.