Larimer Design Completes South End Trading Co. Retail Improvements at Truist Park
A modern retail environment designed to improve merchandising flexibility, streamline operations, and elevate the game-day shopping experience.
Project at a Glance
Client
Atlanta Braves
Facility
Truist Park
Project
South End Trading Co. Retail Improvements
Location
Atlanta, Georgia
Project Type
Retail Renovation / Interior Improvements
Services Provided
Retail Design
Interior Renovation
Merchandising Display Planning
Brand Integration
Construction Administration
Project Goals
Improve merchandising flexibility
Enhance the game-day shopping experience
Increase operational efficiency
Refresh the retail environment
Maximize the existing footprint
Completion
Opening Day 2026
ATLANTA, GA — As ballparks continue to evolve into year-round entertainment destinations, retail environments have become an increasingly important part of the overall fan experience. Beyond serving as merchandise outlets, today's team stores contribute to guest engagement, operational efficiency, and game-day revenue.
Larimer Design recently completed improvements to South End Trading Co. at Truist Park, delivering a refreshed retail environment that enhances merchandising flexibility and creates a more intuitive, engaging shopping experience for fans.
The renovation reflects a thoughtful approach to maximizing an existing footprint through strategic interior improvements that support changing merchandise programs, seasonal promotions, and evolving operational needs.
Project Highlights
The renovation focused on creating a flexible retail environment that adapts to changing inventory, promotional campaigns, and game-day traffic patterns.
Updated fixtures, improved circulation, enhanced visual merchandising opportunities, and refreshed interior finishes contribute to a shopping experience that is welcoming, efficient, and easy to navigate for both guests and retail staff.
By maximizing the existing footprint rather than expanding it, the project demonstrates how targeted capital improvements can enhance functionality and elevate the overall guest experience while making the most of the facility.
Why Modern Retail Matters
Today's fans expect the team store to be an extension of the ballpark experience—not simply a place to purchase merchandise.
Well-designed retail environments can:
Improve guest circulation and wayfinding
Increase merchandise visibility and sales opportunities
Support flexible merchandising strategies
Improve staff efficiency and operations
Reinforce team branding and identity
Generate additional game-day revenue
Whether serving a Major League ballpark or a Minor League venue, these principles help organizations maximize the performance of existing facilities while creating memorable experiences for fans.
Considering Retail Improvements?
Whether you're planning a flagship team store renovation, introducing new merchandising concepts, or evaluating phased capital improvements, Larimer Design can help develop a strategy that aligns with your operational goals, budget, and schedule.
Contact us to schedule a complimentary 20–30 minute consultation.
About Larimer Design
Celebrating more than 20 years of practice, Larimer Design partners with Major League and Minor League Baseball organizations to transform existing ballparks into high-performing, fan-focused destinations. Our work includes retail environments, premium hospitality spaces, fan amenities, player development facilities, and long-range master planning—delivered with an emphasis on operational efficiency, strategic investment, and exceptional guest experiences.