November 2021 — Retail Properties Quarterly — Page 19 www.crej.com Project Spotlight A s retail begins to emerge from the pandemic, stake- holders have been com- pelled to reevaluate the physical model and ask: What differentiates a brand from the competition and what truly motivates consumers to visit the store? Consumers are demanding physi- cal spaces that foster an engaging experience and prioritize human connection. The Gallery Sports- man’s Club and Range in Lake- wood, which began construction in October, will be the latest iteration in mixed-use, entertainment-based retail. The 20,000-square-foot facility will serve as the Denver area’s first experiential shooting range and utilize the latest advancements in range technology. The project will feature 15 dedicat- ed shooting lanes, a restaurant and lounge, a coffee and breakfast bar, ample retail and private training rooms. Los Angeles- based Nadel Archi- tecture was the architect of record for the project in addition to providing branding, space planning and design devel- opment. The Gallery presented a unique opportunity to leverage our firm’s expertise in retail destinations, and devise an innovative approach to a contemporary and sophisticated multiuse facility that delivers an immersive and visually compelling experience. An authentic design language creates a welcoming experience for a variety of guests. This was achieved through the strategic implementation of rel- evant design elements, eliciting a lasting emotional connection to the brand and immersing consum- ers in a thought-provoking narra- tive. We’ve curated an environment that challenges the status quo of a typical shooting range, which typi- cally is low-budget and unwelcom- ing to new guests. Design treat- ments such as polished concrete, perforated metal and open ceilings complete the sophisticated, indus- trial approach while solid wood fix- turing, custom art installations and ultra-lux décor balance the look and feel. The Barrel Room will become Colorado’s first and only restaurant and lounge within a firing range complex. Open to the public, it will also host exclusive, members-only social events. Additionally, Trigger Press Coffee, the in-house coffee bar, features local Colorado roast- ers, pastries and quick, grab-and-go snacks. As retail continues to evolve, owners consistently will be tasked with discovering new opportunities for human connection and brand awareness in an increasingly com- petitive marketplace. The Gallery Sportsman’s Club and Range will provide an elevated user experi- ence in a socially engaging and family friendly environment. s Trends in action: Reinventing the shooting range Ryan Weller Director of retail, Nadel Architecture Located within The Gallery Sportsman’s Club, The Barrel Room will become Colorado’s first and only restaurant and lounge within a firing range complex. Nadel Architecture The Gallery Sportsman’s Club’s retail area will offer select firearms, a full range of accessories, and a variety of seasonal and outdoor products.