The new Orvis concept store communicates an experience that is both equally premium and relaxed, whether the shopper wants a Orvis fly rod or a bed or toy for “man’s best friend.” Multiple rooms create new discoveries that can be found around each corner. These include the learning and gathering table within the fly shop, the central “hearth,” the use of large landscape scale back illuminated graphics, and the inner mixing of simple, hand-crafted racking with collected and curated tables and furniture. The stores strong but simple presentation appeals to the woodsman and the suburban weekend enthusiast, whether shopping for premium equipment or a perfect tailgate sweater.

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