Project Data:

Completion Date:     10/28/2021

Square Footage:      2500

Building Use:           Retail

Project Description:

New York City is home to approximately 700K dogs! on October 28th,2021, nearly 50 of them followed a scented trail of stickers, along the streets of SoHo to a new store, the “Reddy” experience flagship store. Reddy is Petco’s most popular private label brand, inspired by millennial urban pet parents looking for high-quality, innovative, functional and sustainably-made products.

A campaign by agency Droga5 created a "scent trail" of stickers infused with smells that would attract dogs through SoHo to the Reddy store. Pawprint pavement decals were designed to disrupt the daily dog walk, get the dogs' attention, and give directions to the store, while posters beckoned their owners with messaging like "pull your humans here."

To attract even more attention, a parade of dogs walked the scent trail from Washington Square Park through SoHo to the Reddy store on opening day.

The store is the first freestanding retail location for Reddy, featuring a curated product selection combined with an array of exclusive pet centric experiences and services.

What most people don’t know is that all those designs and ideas got started on July 1st and three months later, the store opened to the public. That is fast, extremely fast, especially in a post pandemic world with supply chain and production delays, a historical review board, and NYC prices. The record opening is a testament to the collaboration and determination of the design, creative, and implementation teams.

The store has an urban boutique look and feel, with an industrial design, accented by Reddy's signature red and iconic camp patterns and crafted details. In addition to a broad assortment of Reddy merchandise across apparel, accessories and supplies, the store provides a gourmet food section by “Just food for dogs” and several interactive experiences and amenities, including:
• A leather-clad fitting station where customers can get “the perfect look and fit” for their pet and take a perfect Instagram photo in front of an iconic “camo” wall backdrop.
• A customization station to personalize pet tags, an on-site product monogramming, and a patch service.
• Exclusive, complimentary amenities for pets, including sanitary water stations, a "treatery" and sprinkled whipped cream cups for a casual puppuccino.
• A JustFoodForDogs fresh nutrition station offering a range of high-quality dog foods and treats formulated to meet specific, critical nutritional needs, as well as a variety of supplements to help boost pets' health; and
• Instagram-ready walls, a "Bark Board" for community updates and a pet polaroid wall.

Other features include a lounge area with free Wi-Fi and, and an “adventure concierge” for customers to plan activities with their pets, along with a calendar of recommended monthly activities in and around the city.

Firm Name:              Little Diversified Architectural Consulting, Inc.

Completion Date:     10/28/2021

Square Footage:      2500

Building Use:           Retail

Location:                 New York City, NY

Project Description:
"Reddy's growth and popularity among active and trend-forward pet parents has been steady since launch," said Nick Konat, chief merchandising officer, Petco. "And it's only accelerated over the last 18-plus months as millions of pet parents are exploring outdoor activities and taking their pets with them wherever they go. This first-of-its-kind boutique will continue fueling that exploration by giving New York City pet parents a hub to bond, recharge, and find the latest must-have gear to style their best lives together.”

There are numerous benefits of owning pets that increase WELL-BEING. Owning a pet can encourage regular walks outdoors, improving mental health, and encouraging exercise. Pet ownership offers companionship and can help manage loneliness and depression. The new Reddy story in Manhattan is catered to these pet owners, further encouraging the benefits of pet ownership in a very urban city.

The store was also designed for INTEGRATION in a large, bustling city. The location was key to improving the store’s integration into the city. Located on a prominent corner, the store offers ample signage and graphics featuring the Reddy branding and logo. Entry on the ground floor was essential for easy access to pet owners.

To encourage community DISCOVERY, the store offers several interactive experiences and amenities including an “adventure concierge” for customers to plan activities with their pets, along with a calendar of recommended monthly activities in and around the city. The store includes a customization station to personalize pet tags as well as an on-site product monogramming, and a patch service. Exclusive, complimentary amenities for pets, include sanitary water stations, a "treatery" and sprinkled whipped cream cups for a casual puppuccino. The store offers plenty of “photo opps” with the use of Instagram-ready walls, a "Bark Board" for community updates, and a pet polaroid wall.

Reddy is Petco’s most popular private label brand, inspired by millennial urban pet parents looking for high-quality, innovative, functional and sustainably made products. The store boasts its use of RESOURCES to provide sustainably sourced apparel, accessories, and supplies. A JustFoodForDogs fresh nutrition station provides a range of high-quality dog foods and treats formulated to meet specific, critical nutritional needs, as well as a variety of supplements to help boost pets' health.

Finally, the store was designed with CHANGE in mind. The leather-clad fitting station provides a place where pets and try on apparel and accessories in the store to get the “perfect fit.” No matter what products the store may sell in the future, this station will be valuable to customers.

Design Architect:
Little Diversified Architectural Consulting, Inc.

Associate Architect or Firm:

Landscape Architect:

Owner / Developer:
Petco

Engineer:

General Contractor:

Consultant:
DROGA 5
SBLM

Photographer: