American Giant

American Giant’s continued growth will provide a unique perspective on the balance between physical and digital retail, as well as how architecture and interior design can support those systems. 

This 1,000 SF interior fit-out located at Derby Street Shops in Hingham, MA marks the sixth retail outlet for the San Francisco-based sportswear manufacturer, and the brand’s first New England location. With four locations in California and another in New York, American Giant’s Made In The U.S. casual clothing primarily sells direct-to-consumer via their e-commerce platform. 

Their entry to physical retail is marked by interior designs that can be defined as rustic minimalism. Reclaimed wood creates one-of-a-kind merchandising opportunities that match the craftsmanship of their wares. Meant to architecturally parallel the simplicity of online shopping, this location provides consumers with everything that they need (and nothing that they don’t). 

A bespoke, well-branded retail floor ensures eyes are drawn to their extensive product offerings. Strategically placed mirrors enable customers to make thoughtful decisions, quickly, and empower staff to provide increasingly engaging experiences to all who enter the space. Each of the displays work together to flow naturally into a small, but comfortable and quirky reception area in front of the point of sale.