Grit. Heart. Heritage. Authenticity. These are the core values of Boston’s sports fans and teams. The new ProShop needed to represent those values while strengthening the bond between fans and the teams that play the games they love.

The 6,878 square foot interior space located on the ground level of The Hub on Causeway was designed to strengthen the bonds between the fans and the teams they love by creating an elevated retail experience with groundbreaking technical advancements. 

Sports retailing is a simple proposition: Fans love to share their passion. So give them something they can own, wear, or take home. But there’s more to it than that. You need to meet them on their home turf, give them something genuine, and prove that you get it”: that you understand and appreciate them as true believers.

The Boston Bruins, one of the National Hockey League’s Original Six” franchises, now has four generations of fans. The Causeway Street Crowd, they love their black and gold. Orr. Espo. Bucyk. Cheevers. O’Reilly. Milbury. Ray, Cam, Bergie. 25 division championships, 6 Stanley Cups. For Bruins fans, Causeway Street is hallowed ground. Sure, the neighborhood has a new look today. The Green Line is underground, the Penalty Box is long gone, and the old Boston Garden has been replaced. But the B’s are still there.

Boston ProShop powered by ’47
Boston ProShop powered by ’47
Boston ProShop powered by ’47
Boston ProShop powered by ’47
Boston ProShop powered by ’47

And this was our assignment: Design a Boston Bruins Pro Shop on Causeway Street at the entrance to TD Garden, the B’s home ice. No pressure. 

OK, we got this. Split the D, deke, bar down, and score. 

Boston ProShop powered by ’47
Boston ProShop powered by ’47
Boston ProShop powered by ’47
Boston ProShop powered by ’47
Boston ProShop powered by ’47

The floor-to-ceiling interchangeable jersey wall is located over historic TD Garden parquet flooring from the Boston Celtics’ 2008 NBA Championship win. 

You know that incomparable thrill on game night when you first step into the Garden looking for your seat? The bright lights, the banners from the rafters, the energy, and the history surrounding you? That experience starts now at the Boston Bruins ProShop. You don’t even need a ticket. With a major brand presence on Champion’s Row” off of Causeway Street and three major entrances, the store is a destination for visitors, commuters, and sports fans alike. 

Scroll through for an overview of the ProShop’s design process:

Strategically, the goal was to go way beyond the typical souvenir shop. The design team sought to create an elevated shopping experience with an enhanced women’s apparel section in the front of the store, a new lifestyle section, and the largest jersey wall ever seen. Each millwork fixture was designed to maximize merchandise storage so the displays would never run low. The overall plan also emphasized flexibility, allowing the store employees to change the store from Bruins to Celtics apparel almost as fast as the Bruins change lines. While the Garden’s staff are laying parquet atop the ice for a Celtics game, the ProShop staff are busily adapting the displays to reel in Celtics fans, too. 

Ah, the C’s. The green. The tradition, the dynasty …

Boston ProShop powered by ’47
Boston ProShop powered by ’47

The store design seamlessly blends exposed ceilings, honed concrete floors, large retail store fixtures constructed of rough-cut wood and welded steel, and state-of-the-art audio-visual displays and digital signage. This includes a multi-layered retail and environmental lighting scheme programmed with shows created by lighting designers to indicate milestone game updates like game time, half time, game wins, and in real-time, when a goal is scored during Bruins games.

Media

The Details

  • Collaborators
    • A/E/C Solutions, Inc.
    • Cosentini Associates
    • Hartranft Lighting Design
    • MPZ Development
    • Orion RED
    • Shawmut Design and Construction
  • Photographers
    • Christopher Payne Photography/Esto

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