NHL Store Powered by Reebok

New York— Reebok and the National Hockey League (NHL) teamed up with McCann Systems to launch a state-of-the-art flagship store. The “NHL Powered by Reebok” retail destination is on the ground floor of the NHL’s World Headquarters in New York City. The revolutionary new store design by Gensler features technology, symbolism, and authenticity to create an unprecedented shopping experience for players and fans around the world.

Dazzling Technology-fueled Displays
Bring Hockey to Life

McCann Systems, a New Jersey–based audio visual solutions provider was originally hired as consultants for the build-out of NHL's corporate offices. McCann Systems was ultimately selected as the AV consultant for the retail store as well. McCann Systems worked directly with the architects and planners on the design concept.

The “NHL Powered by Reebok” retail store is a 6700-square-foot, glass-enclosed corner store located at 6th Avenue and West 47th Street. At the front of the store, in full view of 6th Avenue foot and vehicle traffic, McCann Systems integrated a 15’ high x 6’ wide LED video wall above the main entrance that highlights images of NHL players and products. In addition, an LED zipper scrolls information across the exterior of the store. Both systems act to attract and invite fans to enjoy this unique retail destination.

A floating hockey stick sculpture made from 400 sticks floats over the cash wrap and is intertwined with eight large flat panel monitors. This remarkable melding of art and technology produces a dazzling exhibit and is a centerpiece of the store design.

Creating an ever-changing display, three wall areas use programmable gobo fixtures to project NHL team logos, as well as Reebok, XM Radio, and Starbuck icons.

The store also features interactive e-commerce kiosks that allow consumers to place orders digitally from within the store. Hockey fans can navigate through one of Reebok’s e-commerce Web sites to create their own unique hockey-licensed footwear or visit Shop.NHL.com to order “NHL Powered by Reebok” merchandise from the virtual store microsite.

The store also features a state-of-the-art live satellite XM radio broadcast facility. A high- definition Christie projector is used to project images onto a 220” motorized screen that hangs in front of the XM broadcast booth. Live feeds from NHL games, ceremonies, announcements, and other pre-programmed events are projected onto the screen.

McCann Systems also provided a critical component of the audio visual connectivity between the store and NHL's broadcast facility. An audio visual connectivity panel, camera, and microphone allows for in-store player interviews to be transmitted to the NHL studio upstairs for broadcast on their satellite channel. Likewise, a live game could be piped down to the store for viewing by hockey fans.

Dataton’s Watchout compositing and production tool is used to run synchronized video. A Medialon show management system is also utilized for the scheduling of area programs, as well as for ad hoc, event-based activities such as live hockey games, player interviews, or for product launches.

McCann Systems is experiencing a spike in interest by retailers to introduce innovative AV design into their retail environments. McCann has recently integrated AV for a number of luxury retailers, including Elizabeth Arden (New York), Nintendo (New York), Elie Tahari (East Hampton, NY), Dylan’s Candy Bar (New York), and Chopard (New York).

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