Music Launches Columbia Sportswear in Chicago
Columbia Sportswear launched its fifth brand store today on Chicago’s Magnificent Mile to much musical fanfare: street musicians and a local high school marching band decked out in Columbia gear roaming Michigan Avenue; a mini music festival showcasing up-and-coming Chicago bands; the launch of Columbia’s new tailor-made retail music program; and a “brand DJ” treating shoppers’ ears to the evocative sounds of the Greater Outdoors.
What does the Greater Outdoors sound like? Rumblefish’s sonic branding team worked with Columbia to define their unique sound and develop a custom retail music program that evokes the pleasure, invigoration and inspiration of a life lived passionatelyâ??in the Greater Outdoors. It’s all part of Columbia’s mission to get people outside and keep them comfortable so they can enjoy it more.
Along with the live-music elements, the hand-built overhead music program launched with the grand opening of Columbia’s new store in Chicago. And it’s a smash: one store employee reported that the new overhead music program was “the best music he has ever heard in a retail store.”
Four local bands are playing on the second floor overlooking Michigan Avenue on Friday evening and Saturday afternoon. They include David Vandervelde (now based in Nashville but originally from Chicago), Canasta, Majors Junction, and Rumblefish artists Death Ships.
Rumblefish worked with Chicago Street Musicians, a non-profit advocacy group for Chicago’s rich street-musician community, to book five acts and deploy them in the area surrounding the new store. Ranging from a soulful a cappella group to solo singer-songwriters to an acoustic jazz trio, the performers are paired with Columbia’s street teams to alert passers by to the store opening and all the cool giveaways (Mobex backpacks!) they can receive.
Portland artist Alex “The Unfazed” James (leader of Portland’s acclaimed Dolorean) is manning the turntables the entire weekend, spinning a collection of songs curated specially for Columbia based on their newly defined “sonic identity.” (Apparently, he has already received five requests to DJ at people’s weddings. Guess they’ve never heard this kind of DJ-ing before.)
Grand opening festivities kicked off last night with a VIP bash that included a visit from Chicago’s very popular mayor, Richard M. Daley. Part of the proceeds from the grand opening weekend will go to the Active Transportation Alliance (formerly the Chicago Bicycle Federation), another local non-profit that shares Columbiaâ??s commitment to helping active consumers get outside.
What’s next? Look for another music-fueled grand opening at Columbia’s new Minneapolis store in April. And be sure to check out the new sound of Columbia at one of their other brand stores. The program will roll out to ALL stores in the coming weeks.
