Having secured a retail space in the popular Active Ride Shop chain store, Elwood Clothing needed cabinetry design for their allotted build-out. Like the trade show booth, the build-out was a retail venue of its own, placed amongst the build-outs of other retailers. Part of the task was to distinguish the Elwood space from the these other spaces. Drawing on urban youth imagery of skateboard ramps, transformers, and old music equipment trunks, the Elwood build-out was composed of three basic elements: a light box, wardrobe "cabinetry" and a skateboard ramp / platform.