For their first retail store, Ariat, a premium performance footwear, apparel and accessories brand for equestrian sports and outdoors, wanted to create an immersive lifestyle experience. Building on the key brand attributes of innovation, performance, quality, strength of character, hard work and authenticity, the design elicits an emotional response to the equestrian lifestyle with reference to the modern barn while it exemplifies riders in action, and the deeply rooted brand connection to the horse. To further build on the authenticity and tangible qualities of the brand, leather and raw hides, reclaimed wood, die cut metal, tin ceiling material, and varied flooring types were all used to bring the brand to life. Tables and fixtures exhibit a workmanship and handmade quality that fits the brand’s personality. RGLA is currently implementing this prototype design in a number of locations nationwide. The Lexington, KY store was recently recognized by the Shop Awards with a Gold Award in the category of Softline Specialty Retail Store 3,001 – 7,5000 sf.