Roots Chicago: Grand Opening on Magnificent Mile
May 22, 2019
Opening on May 23 at 605 N. Michigan Avenue, the Roots Chicago store provides an immersive experience, highlighting our company heritage and showcasing the heart and soul of the Roots brand.
Below is a rundown of the different areas that bring the space to life:
Forest Foyer: A life-sized tree constructed of reclaimed Ontario wood and crushed stone flooring flank the doorway, transporting visitors into the mindset of natural beauty of Algonquin Park, the brand’s birthplace. A fireplace and timeline of significant moments in the company’s history, honour the company’s heritage.
Roots Salt & Pepper ‘Sweat Bar’: Creating a fast-serve sweats shopping experience, customers can place their order with a ‘Sweat-tender’ at the Roots Sweat Bar that is stocked with iconic Roots Salt & Pepper sweats.
Handcrafted Leather Lounge: Celebrating 45-years of made-in-Canada handcrafted leather goods, the lounge features the Roots Genuine Leather Collection, including the iconic Banff Bag.
Roots Cabin Sock Wall: Inspired the cabin in Algonquin Park where the idea for Roots was conceived, the Roots Cabin Sock wall is capped with a hand-painted mural by local artist, Mauricio Ramirez, and showcases the classic sock which is perfect for inside or outside the cabin.
Step Into The Heart of Roots: A ride on the store’s elevator to visit the second floor allows visitors a life-size glimpse into the Toronto Roots Leather Factory with murals and quotes, as well as a reminder that it is only 519 miles away.
Connected To Digital: Strategically placed iPads in each changeroom allow consumers to be inspired by the campaigns on roots.com and check availability of items both in-store and across the entire Roots retail network. Roots.com customers can also benefit from the ability to pick up their online purchases within hours of placing their order from the store.
Roots Customization Workshop: Customers can personalize their sweats in-store with a selection of colourful patches, letters or numbers. They can also digitally personalize or monogram a wide selection of leather accessories or an iconic Award Jacket, an emblem of Roots style and Canadian craftsmanship.
Ode to Chicago: Bringing in some local flavour, throughout the store works from local artists and craftspeople, including Mauricio Ramirez and Marco Miller, blended with Canadian works from Coolican & Company, and Norquay. They will be featured and intertwined into the overall store design and décor. For a limited time, Roots has proudly partnered with long-standing friends of the brand, Chicago-based Horween Leather Company for an exclusive capsule collection of leather bags and accessories. As well, The Remix Project was brought on to recruit young musical talent to complement the Grand Opening activities.
An Experience for Your Ears: Unique audio zones throughout the store bring the outside in, playing a unique mix of emerging artists and familiar musicians. In one area, audio messages from our Canadian customers muse about their beloved Roots products and favourite places in Canada.
Roots Rec Hall: Shoppers are encouraged to interact with the brand and each other in the community-focused Roots Rec Hall. The expansive lounge space can be a place to meet, connect, mingle, or simply take a break from city life. Throughout the year, the communal space will be offered as a venue to local musicians, entertainers, and industry experts. The space also features a 600-year-old reclaimed live-edge wood table.
Heritage Item Facts:
The first Roots product, the Negative Heel Shoe, was created in 1973.
On August 15, 1973 the first Roots store opened on Yonge Street in Toronto; they sold 7 pairs of shoes.
Roots Salt and Pepper Sweats have been known for their legendary comfort and worn by people far and wide since 1979.
The Roots Banff bag is constructed out of 42 pieces of hand-buffed leather, constructed and stitched by hand.
Each of our leather bags passes through the hands of no less than 10 expert artisans in our Toronto leather factory.
The 62,000 sq. ft factory in Toronto, ON, houses the production of all Roots leather jackets and bags
The Roots Award Jacket has been a staple since 1979; the leather for each jacket is cut by hand and takes approximately three hours to complete from start to finish.
The patches are made of chenille, a high looped stitch, and created by hand with traditional machinery.
FOR MORE INFORMATION:
Chantal Chrétien, Roots PR firstname.lastname@example.org
Francesco Tribuzio, ZOI Agency Francesco@agence-zoi.com
Visit The Roots Press Room for assets and photos.
First experience store in Chicago, at 605 N Michigan Avenue
11,448 square feet
Opens to the public on May 23, 12pm