Post Date: 3/13/2017
Yeti is among the few brands that, even without a store, has cultivated a passionate community around an otherwise innocuous product—coolers.
So, what more can its first flagship store bring to the conversation?
Austinites found out Feb. 23, when it opened its doors at 220 South Congress Ave. Built in the 1930s, the building has survived some of the worst floods of the 20th century. One of the things you’ll find in Yeti’s flagship is a flood line, reproduced as a line of rust along steel, to remind people “just how wild the wild can get.”
That theme permeates the rest of the atmosphere, brought to life by Austin agency McGarrah Jessee (of zealous 100th employee fame). The shop pitched against traditional retail design and architectural firms, ultimately to produce something it calls “part shrine, part museum, part backwater bait shop.”
The result is a whole lot more than a physical platform for a $350 cooler; it’s a place you might actually want to show up in if you’re walking through downtown Austin, one where your fantasies about a weekend in the wild become that much more real.
Continue to Adweek to read the full story.