Erehwon (nowhere spelled backward) is an established high-end outdoor clothing and gear retailer for whom mall owner Steiner + Associates chose Kahler Slater to solve two challenges related to the store’s entry into the Milwaukee market. One, how to create an attention-grabbing physical presence for the store in a new market. Two, how best to take advantage of the site’s high visibility from the freeway while being authentic to the outdoorsy brand.
Erehwon’s brand position as the best source for cool, innovative gear for adventures near and far inspired the final exterior and signage design. Natural rough-sawn cedar in various stain colors supports the substantial façade and evokes the various colors and sense of awe one finds in nature. Our team also designed the signage and its color palette for the exterior, creating a “billboard that fits in nature” for travelers on the freeway. This pride of this project is the economical, yet high-quality, execution of the conceptual idea and a store that opened on schedule and on budget just in time for the 2009 holiday shopping season.