Recently, I was in Memphis, TN, for a quick visit while on my way to Illinois. Among the most obvious local attractions like Graceland, Sun Studios, and Beale Street, I decided to drive by the beautiful Hernando de Soto metal bridge, which marks the border between Tennessee and Arkansas.
Approaching the bridge, a different illuminated structure caught my attention. A colossal glass pyramid on the banks of the Mississippi River. I parked the car to understand what it was. Finally, I could read the sign, and to my surprise, it was a Bass Pro Shop, certainly the last type of store I would imagine in a pyramid format.
At this moment, I completely forgot about the bridge and went to visit the store.
Before showing you the store, let me tell you a bit about the company.
Bass Pro Shop was founded in Mississippi in 1972 by John Morris, who still manages the business. In the sporting goods retail segment, the brand focuses on outdoor life, offering hunting, fishing, camping, and other related outdoor recreation equipment, as well as marine manufacturing and sales. In 1987, John decided to venture into outdoor resorts, and today there are four operations. They are also involved in food and entertainment, with restaurants and bowling alleys. Concerning ESG, they do their part by supporting various environmental conservation entities, in addition to supporting U.S. war veterans.
In 2016, the Cabela’s brand, another company in the same segment, was acquired and added to Bass Pro’s network. Combined, the two operations have more than 170 stores in the U.S., all very large with a diverse mix that can keep outdoor enthusiasts spending several hours in the environment.
Now, back to the Memphis pyramid, it was originally built in 1991 as a venue for sporting and entertainment events, and from 2002 to 2006, it was used by a church.
In 2005, Johnny Morris, the founder of Bass Pro Shops, went fishing with some friends on the Mississippi River. When they got near the Memphis Pyramid, he looked up and told them that he would build a store inside if they caught a 30-pound catfish.
Needless to say, they caught the fish, right?
In 2015, after a major renovation, Bass Pro Shops opened its doors inside the pyramid.
Let’s now enter the pyramid.
The store is majestic on the outside and colossal on the inside. It spans 535,000 square feet, offering a retail experience like no other, with 100-foot-tall cypress trees and two floors of immersive shopping space. With over 600,000 gallons of water, 36 varieties of fish native to the Mississippi River can be seen throughout the store. There are even live crocodiles as an attraction. Stuffed wild boars, fishing boat displays in the water simulating a river, traditional shooting ranges for guns and archery enthusiasts are also present and delight those interested in sports hunting. The space also includes a Boat Service Center, Rifle Range, Pistol Range, Archery Range, Bird Aviary, General Store & Fudge Shop, Ducks Unlimited Waterfowl Museum, and a 28-story freestanding glass elevator with an overlook of the Mississippi River. The project is designed by Insight Design Architects.
Remember the hotels of John Morris, the founder? Well, here’s one of them inside the pyramid. With views of the Mississippi River, Big Cypress Lodge provides the ultimate outdoor adventure destination. Complete with over 100 unique accommodations and experiential dining options, the hotel is a fun destination for the whole family.
In addition to the hotel, the complex also features a Wahlburgers franchise, owned by the Hollywoodian Wahlberg brothers, and Uncle Buck’s Fishbowl Restaurant. Everything is integrated, mimicking a visually rich environment that could easily distance itself from the primary goal of all retail: selling.
But that doesn’t happen.
What’s the twist
Even with so much information, the environment is well-designed for a frictionless flow. The zoning and signage are well-defined, facilitating the quick location of sectors. The aisles have an ideal width for a family to stroll together, even with baby strollers or motorized chairs. Microenvironments have been created to pace navigation, providing comfort both physically and visually.
The rhythm inside the store feels like a stroll in a park, alternating between entertainment moments to observe the giant aquarium and periods of searching for promotions on a sweater shelf. Everything can also be combined, such as seeing real crocodiles and buying plush versions of them.
Within this context of microenvironments, the store makes good use of co-branding, as seen in the sale of glasses and accessories in partnership with Sunglass Hut, always respecting the visual integrity of the environment.
Along the aisles, prominent tables are positioned in the flow direction, aiding in product visualization, and boosting sales.
The furniture, signage, and displays are an attraction in themselves. In total harmony with the environment, they mimic rustic scenes and display products in a fun way. The storytelling is perfect, and especially for those accompanying the purchasing process, the rich details of the store fixtures make the journey more enjoyable. It is impossible to feel bored inside this store. While a friend or family member is shopping, there are numerous options to “pass” the time, starting with visual merchandising, always informative and rich in discoveries. For the little ones, a Disney-like target shooting scene; for the grown-ups, an entire floor of hunting weapons, with a museum and two shooting ranges.
Cross-selling is also a strength of the store, for example, an entire section of equipment for processing and preparing meat right after the hunting weapons area. The utilization is maximum.
At the end of the journey, an experience that was not planned. Totally surprising. It makes the trip to Memphis a must for those who love rock’n’roll, blues, BBQ sauce, and shopping. In the pyramid, they have everything. What a twist.
