NY Islanders: Isles Lab

Having developed the branding for UBS Arena—the new home of the New York Islanders—we set out to make the arena’s team store and merchandise as groundbreaking as the arena experience. The goal was to go beyond the typical NHL team shop and create a true cultural statement: youthful, hip, and setting a new standard for fan merchandise and engagement.

Our solution was to reimagine the store as a fashion-forward boutique, featuring collaborations with name designers, stylish reimaginings of Islanders branding, throwback gear, and irreverent merchandise that captured the spirit of the fanbase. Along with developing the concept, naming, and branding, we also oversaw the launch of the retail website. The result was a cultural phenomenon that resonated far beyond traditional hockey fans, cementing the Islanders’ position as trailblazers in the NHL.

See more: Isles Lab on Instagram

Photography: NY Islanders