Project Description:

 Pacers Running prides itself on servicing the D.C. area with running events, in-store exercise programs, and quality running gear. When the Pacers Clarendon location was in need of a refresh to focus more on company values and branding, local architecture and design firm //3877 came in first place for the task at hand. 

The project team, which previously designed four separate [solidcore] fitness spaces in the D.C. area, accomplished Pacers’ goals through the following strategic moves: 

● Relocating the iconic, colorful running shoe wall from the back of the store to the front 

● Creating a colorful space for customers to test shoes on a treadmill, tucked away in a private corner close to the stock room so customers feel comfortable and staff can quickly access shoes 

● Establishing strong curb appeal to passersby, as the store is located on the ground floor of a commercial building on a busy street across from a Metro stop, a high traffic area 

● Dividing the space into separate zones that promote visual connection through the architecture and facilitate way-finding throughout the 3,590 square-foot space 

● Establishing an open ceiling along the perimeter and incorporating dividing walls to visually open the space (these modifications left guests asking if Pacers Clarendon expanded—in reality, the retail floor square footage was actually reduced to facilitate more changing rooms) 

● Creating a community board detailing upcoming Pacers runs and programs adjacent to a large map of the surrounding area featuring run routes, effectively engaging community members 

● Incorporating Pacers’ brand aesthetic of raw steel with custom steel work by Jim Devault of Carbon Industrial Design, complemented by warm, inviting wallcoverings that add a visual pop 

Pacers has multiple stores in the area, and because of their great staff and team members, they have been able to develop a strong community in each individual store. Each location has its own running, support and social groups that help foster a sense of belonging. With these social groups in mind, Pacers really wanted to focus on providing more platforms to assist for runners in the community. While the design went through many different architectural variations, keeping elements dedicated to those groups was extremely important to Pacers. 

The Clarendon store has two different entries off of the street—Pacers really wanted to cater to their running groups with the secondary entry. With that in mind the project team developed a community board that helped keep their customers informed of upcoming events and runs. Adjacent to the community board the team created a large map of the surrounding areas. A glass panel was installed over the map so the Pacers staff could highlight the different running routes with an erasable marker making it easy for any customer to see where the group would be running that day. This not only helped to encourage the social interaction with other patrons, but it would also provide their customers with alternate running routes around the area. Another big element was creating space for race packet pick-up days, when then have a huge volume of traffic through the store, in addition to typical customers. Maintaining two entry points was critical to guiding the flow of people. 

//3877 worked hand in hand with Pacers to bring in elements into the store that were both durable and visually appealing. The needs of the customers—from having a private space to try out running shoes to easy access to race and running route information—were placed first and foremost to encourage engagement and sales. The result is a space that honors the brand's values and caters to the local running community.