Embodying a Brand in Physical Design
The Boston Scally Company has been delivering Bostonian headwear, the scally cap, all over the nation for many years. It’s not just a hat. It’s a representation of the sarcastic, rugged, blue-collar mentality that the people of Boston so readily embody.
So when Boston Scally Company fans began asking for a physical space, the Arone brothers (owners) knew it had to be special. With a product so quintessentially Bostonian, the space had to have local flavor and serve up that flavor in more ways than one. It couldn’t be just about hats. It had to nostalgically approach the culture, industry, and working-class heritage of Boston.
Location, Location, Location
The Boston Scally team lovingly refer to their space as the Wherehouse, a nod to Aerosmith’s 1970-80s homebase and recording studio. Each space was/is in Waltham, Massachusetts where Aerosmith recorded their groundbreaking Rocks album.
As an early center of the labor movement and contributor to the American Industrial Revolution, Waltham has a rich heritage in industry and the working class. The Boston Scally space itself has a autobody shop on one side and landscaper on the other placing it right in the heart of Boston’s blue-collar neighborhood.
“There’s a nostalgia and history to the space and we knew if we were going to build something in this area, it had to have a cool vibe,” said Mike Arone of Boston Scally.
Design Is in the Details
Like the original Wherehouse, Boston Scally’s space wears many hats (pun intended). It is not only a retail space for the hats, but it is also an office, headquarters, design studio, podcast studio, barbershop, and event space.
Besides all that, it needed to be an experience that would transport people into the brand. “We wanted to break the fourth wall and create an immersive experience when you come in. It’s more than a hat store; it’s an event; you feel something when you come in,” said Arone.
Designer, Arone Brothers Development, embraced the industrial atmosphere in their materials selection: wood, steel, and brick. They aimed for an old speakeasy vibe but something that also aligned with the blue collar sense of the brand. The final product lands on an updated industrial look that welcomes everything from service and retail to music events and beer festivals.
An Air of Craftsmanship
It isn’t just the tweed wool hats that boast of craftsmanship. The entire space embodies a high-quality, handmade air, reiterating the brand in the physical space.
Everything in the Boston Scally store is custom. One of the main features is the custom designed and created steel hat rack by Boston Iron Works. Another feature is the concrete sink in the bathroom. They knew they wanted a custom-poured concrete sink with steel frame and wood accents. It looked, for a while, like they would have to employ three different companies to achieve their vision, then they found Trueform Concrete.
“We were ready to undertake the daunting task of hiring and harmonizing three different companies, but then we found exactly what we were looking for,” said Arone. They selected an in-stock sink, the 36” Outland vanity with concrete half-trough sink in Charcoal. “It fit our design perfectly. We didn’t even need it to be customized. It already had a custom look,” said Arone.
The headquarters of Boston Scally is an ever-evolving space and the beauty of it is, it’s designed to adapt to just about any and every circumstance the Arone brothers can throw at it.
Want to see more projects with concrete? See why we and so many others love concrete.