weetu was approached by Asics to develop a boutique retail concept that could incorporate established brand components into a model for creating customizable store locations. In conjunction with the brand, weetu developed a concept that would embed each Asics store into its local neighborhood by transforming it from a simple retail location into an active community participant. This would be achieved through engaging programming, including, but not limited to, artist residencies or neighborhood events held within the space. weetu’s concept also took the brand identity beyond standard, visual, graphic presentation. weetu proposed large scale "pods" whose form was derived from the Asics logo. Through the transformative process of 2d to 3d, weetu created an intimate space within the store that spoke to the brand.