GameStop Remastered
Reimagining GameStop as a physical space for gaming, connection, and community.
Project Type: Brand Reimagination + Experiential Retail
My Role: Experience Design, Visual Design, Brand Concepts
Team Project
A story about forgetting where you came from.
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A story like GameStop is a cautionary tale about knowing where your roots are and forgetting how to get back there.
GameStop was built around games, hardware, and the communities that formed around them. But as digital distribution changed the gaming industry, the traditional brick-and-mortar model began to lose its place.
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The question became: How can GameStop evolve without forgetting what made people care about it in the first place?
The Community Has Always Been There
GameStop is part and parcel of a multigenerational story.
Gaming is no longer a niche hobby. It connects people across generations and has created one of the largest entertainment communities in the country.
And when GameStop struggled, that community showed its power.
In 2021, online communities rallied around the brand during the unprecedented GameStop short squeeze. Whether people supported the company because of nostalgia, financial interest, or community identity, the moment demonstrated something important:
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GameStop is more than a store, its part of a larger community story
Online Communities. Limited Physical Belonging
GameStop has spent years responding to changes in consumer behavior by reducing its physical footprint and adapting its business model.
But there is a tension here.
The gaming community has never disappeared. In many ways, it has grown stronger online. What is missing is the physical space to belong.
There is a growing opportunity for experiential retail: spaces that offer something customers cannot download, order online, or experience alone at home.
GameStop had already experimented with concept stores featuring gaming stations, tournaments, and social events. The idea was there. We wanted to take it further.
The Solution
Instead of treating the physical store as something that needs to compete with digital gaming, we asked:
What can a physical space offer that digital spaces cannot?
Our answer was connection.
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GameStop Remastered transforms the traditional retail experience into a destination where people can
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Try newly released games and hardware
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Play without needing their own equipment
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Meet other gamers
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Participate in friendly competitions
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Discover exclusive loot drops
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Enjoy specialty drinks
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Attend community events
Game On at GameStop
A place to game, connect, and belong
Designed for Play
This space was designed to be a modular annex to existing GameStop locations. The goal is to create a designated space for gaming and spending time.
Extending the Experience
A physical space needs its own personality.
To extend the GameStop Remastered experience, we developed promotional concepts and specialty products designed to make the space feel more immersive and memorable.
Community Co-Op Nights
Community events give people a reason to return—not just to buy something, but to participate.
Gaming has always been social. GameStop Remastered creates a physical space for that community to exist.
Slurp Juice Advertisement
A specialty drink designed for the gaming environment, combining branding with the social experience of spending time in the space.
My Contributions and Take Aways
This was a collaborative project, and my role leaned heavily into the physical experience and visual identity of GameStop Remastered.
I created:
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Welcome to GameStop Remastered Slide
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The Physical Floor Plan
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Slurp Juice Advertisement
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Community Co-Op Night Advertisement
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Visual Presentation Framework through adaptation of a Canva Template to match our intended branding
I was especially excited about the opportunity to create a physical space for connection. That is work I genuinely enjoy—whether it's hosting a dinner, designing a relaxing space for university students, or creating a classroom.
Reflections
This project reinforced the importance of collaboration, flexibility, and recognizing individual strengths within a team. Because our group was working across different schedules and time zones, we had to communicate clearly, trust one another to follow through, and remain flexible when plans changed. We naturally developed roles based on our strengths: research and writing, brainstorming and organization, and big-picture experience and visual design. Clearly defining those contributions helped us avoid duplicated work while giving each team member ownership over meaningful parts of the project.
I also learned that strong collaboration requires more than simply dividing tasks. Creating space for conversation, feedback, and unfinished ideas helped us build trust and collaborate more effectively. I often took on a socio-emotional role within the group, helping create an environment where people felt comfortable sharing ideas and concerns. At the same time, this project showed me the value of asking more questions early in the process. With a broad prompt, aligning on the target audience, priorities, and scope from the beginning would have helped us make decisions more efficiently. Moving forward, I would bring that lesson into future collaborative projects by balancing open-ended exploration with earlier alignment around shared goals.