Picture stopping in at a AAA office. What does the space look and feel like? What do they have to offer? Big Red Rooster - one of the nation's premiere retail design firms spent months exploring this very question. Working with AAA customers, potential customers and AAA staff, their assignment was to figure out how to better link the reality of all AAA has to offer with the public's perception of the company. One component of this exercise was a prototype for a new store.

GRA+D was invited to partner with Big Red Rooster to help realize this new concept. No more standing in line or sitting at desks. The new concept is a hybrid between a contemporary library reference room and an up-to date retail environment. Open, light and bright the space encourages an active experience for visitors - whether browsing catalogues, shopping for luggage or working with a AAA associate to plan a trip.