Athleta Flagship – Fillmore
Client
Gap Inc.
Project Type
Retail
Location
San Francisco, California, United States
Year
2011
Project Details
Overview
Athleta’s SF flagship embodies its mission: empowering women and girls through movement. Born in Petaluma, the brand merges performance design with California ease. More than a store, this city hub serves as a center for community, inspiration, and the everyday athlete.
Collaborators
Gap Inc.
Scale
5,000 sq ft
Outcome
At the center of the flagship is the Movement Spine — a sculptural, architectural ribbon that flows through the space like a trail. This dynamic form organizes the store into zones of exploration: Run, Train, Yoga, Commute, and Recovery. Its fluid geometry echoes the body in motion, guiding guests intuitively through the brand’s performance ecosystem.
Developed under Craig Trettau's VP-level creative direction at Gap Inc. The Fillmore flagship established Athleta's physical retail DNA in San Francisco, translating the brand's performance and wellness identity into a community-anchored store format built for scale across the broader portfolio.
Start My Project
Let’s build. Every standout project begins with one simple conversation. Tell us your vision, and Craig will reach out personally to help you execute.
Contact Us