There’s an excitement that comes with working with an emerging brand. Tailgate Madison was the retail brand’s first expansion beyond it’s home state of Iowa. With the brand moving to a new town, we made it a priority to be a good neighbor; immersing ourselves in the culture of Madison and the University of Wisconsin. It’s reflected in the design. The interior pays homage to Wisconsin athletic greats both classic and new.
The new location also included experiments with the new ideas. First among these was the addition of a coffee shop that greets shoppers at the stores entrance.