Design brief: Custom-design, prototype, manufacture and deliver an updated, full store fixture package to 800 + stores across the US. Fixture package incorporated 7 new merchandising concepts and a strategy to move them forward simultaneously in a single, scalable, future-proof installation. And leveraged a unique "Zone Building" strategy, allowing client to mix and match zones to create a variety of store types tuned for different markets and test scenarios. All zones were designed and built from the same "DNA" and worked interchangeably. This smart, modular, freestanding design with tools-free assembly dramatically reduced sunken costs, and installation (build) time. And allowed GameStop to rollout 800+ full store updates across the United States in 4 months (total).