BOSTON – Shawmut completed the flagship store for Reebok on the ground level of its new South Boston headquarters. Shawmut worked together with Reebok, Ziba Design, BKA Architects, and Cornerstone Building and Property Services.
The 7,600-square-foot store, located at 25 Drydock Ave. in Boston’s Seaport District, marks the 15th location Shawmut has built for Reebok over the past 12 years. The new space features exclusive experiential elements that reflect the company’s mission to provide best-in-class retail technology and customer service, while honoring its heritage of in-house shoemaking. Shawmut worked closely with the Reebok team to build out the flagship’s most notable feature, the YourReebok Customization Shop, where a staff of craftsmen will handmake custom sneakers for customers.
“Reebok is an iconic American brand, and it was an honor for our team to play a part in the evolution and expansion of its legacy by building this new flagship,” said Greg Skalaski, vice president of retail at Shawmut Design and Construction. “We’re proud to unveil a unique retail experience in Boston that nods to both Reebok’s heritage and its future.”
Shawmut installed custom millwork throughout the space that will display products exclusive to Boston alongside its classic assortment. The team also focused on the space’s technological features, including state-of-the-art enhanced digital displays and a structural steel rig system that supports an LED screen to display footwear. Because the store is housed within a historic building that was used to build ships during World War I, the project required extensive refinishing of the space’s many industrial elements, including century-old concrete ceilings and flooring. The complex buildout was completed on a fast-tracked nine-week timeline.
The Reebok flagship represents the latest in a series of projects for Shawmut’s retail team, including Fred Segal in West Hollywood, Bottega Veneta on Madison Avenue, and adidas on Las Vegas Boulevard.