Attik makes an adventure out of explorer’s company

Attik is working on a £19m ($30m) brand development project for Canadian explorer and adventurer Jamie Clarke, who is looking to launch a chain of ‘adventure centre’ retail outlets across North America through his company Azimuth.

Attik, which expects to earn a seven-figure fee, has completed a brand positioning exercise. It is now working with San Francisco architect Holt Hinshaw on interior concepts for a 4650m2 retail development due to open near San Diego, California in 2004.

The consultancy is also in talks about a US television show and is creating a website to promote the retail outlet. It is effectively acting as brand guardian for cross-platform ventures, says Clarke.

The retail concept aims to bring together around eight to 11 ’boutique retailers’, from fishing shops to backpacking stores, under one roof. However, the selling environment is almost ‘secondary’ to the host of interactive experiences that will be on offer, says Attik president USA Will Travis.

Consumers will be able to test out products like mountain bikes and kayaks within the ‘experience centre’, Travis says.

Clarke says he intends to create a seamless brand offer across the adventure segment, from inspiration to actuality.

‘A lot of brands, which play in different parts of the field, tend to appeal to the enthusiast. No one’s playing across the whole sector from a consumer perspective. We want the average person, who might feel intimidated by current adventure offers, to participate.’

Attik won the work in July 2001 in a pitch process that is understood to have included Landor Associates and Interbrand.

Azimuth plans to roll out 20 stores in places like Seattle and the Mid-West, and hopes to expand into Europe over time.