SHOPBOS

The retail shops on the fourth floor at TD Garden have always sold apparel for the Bruins and the Celtics. However, the before and after transformation to SHOPBOS would make even the biggest Habs fans stop to check out the experience during a game against the B's.

The Boston ProShop powered by ’47 at the entrance of TD Garden raised the bar for sports retail by meeting Boston sports fans on their turf with an authentic experience that strengthens their bond with the teams playing the games they love. The design for SHOPBOS had to match that of the ProShop experience we created with our client, being both its own unique program and an extension of the trusted experience the ProShop delivers for Boston’s sports fans. Our client asked us to renovate their two fourth-floor retail spaces so the stores can seamlessly transition merchandise for either Bruins or Celtics games and family events at TD Garden with relative ease. The retail team needs to be able to quickly transform the spaces and stock with applicable wares in tandem with Bruins and Celtics home games and family events.

The stores were redesigned to open the entrances while improving the flow of the spaces, ultimately creating a more inviting and welcoming customer journey while breaking the barrier between fans and the merchandise of their favorite teams. The fixtures along the jersey wall can be flipped per team, and casters on the floor fixtures allow for mobility to change the store layout as needed for each event. The color palette and signage are consistent with the design of the ProShop while tying into the existing architecture of the two retail spaces. This also influences the purchase of apparel as the design incorporates the current industrial background and provides a subtle backdrop for the main focus: displaying merchandise.

At the elevated SHOPBOS experience at TD Garden, Boston sports fans can further connect with their teams while attending games and events.