REI

Developed by IA in collaboration with REI’s internal design team and Architect of Record LEVY Architects, the more than 25,000-square-foot store creates a clear progression from arrival to exploration. A new 50-foot metal canopy, vestibule, and double-height atrium give the existing timber building greater presence while drawing natural light into the entry.

Inside, circulation leads to the experience and rental bar, where workshops, demonstrations, guide conversations, and equipment services come together. Reclaimed wood, hot-rolled steel, timber-slat displays, and oversized glass-paned barn doors reinforce the connection to the region while keeping the experience open, intuitive, and adaptable.

A full third of the store is dedicated to the gateway concept, creating room for education and gathering alongside traditional retail. Lounge seating, workshop tables, and flexible displays allow the space to shift between everyday use, special events, community programs, and future needs.

By connecting REI’s expertise with local knowledge and organizations, the store becomes a destination before and after the adventure—a place to prepare, learn, exchange ideas, and return. The result is a retail experience shaped as much by the White Mountains community as by the products on the floor.