Retail Roadmap + Merchandising Strategy 
Revenue Planning
Store Design Assist 
Product Development 
Packaging Program 
Product Sourcing + Open-to-Buy 
POS Guidance 
Visual Merchandising + Store Installation

For the launch of Michigan Central Station (MCS), Lakeside Collaborative was engaged to develop a comprehensive, mission-driven retail strategy designed to position retail as both a brand asset and a sustainable revenue engine. Located within Ford’s visionary mobility hub in Detroit’s Corktown district, the retail program was conceived as an extension of the station’s historic legacy and future-focused mission. The goal was to create a retail experience that deepened visitor engagement, amplified brand visibility, and supported long-term financial sustainability.

The engagement began with a strategic discovery and market assessment phase. Through stakeholder workshops, immersive research, and competitive landscape analysis, Lakeside defined the retail vision, positioning, and guiding principles. The team delivered a detailed roadmap outlining financial projections, audience insights, merchandising priorities, and a timeline to opening—ensuring alignment between mission, market opportunity, and operational goals.

Building on this strategic foundation, Lakeside developed a comprehensive merchandising strategy and revenue plan. This included defining product categories, pricing architecture, margin targets, and curated vendor recommendations tailored to MCS’s diverse audiences. The assortment strategy integrated themes of architectural legacy, mobility, design innovation, and Detroit pride—balancing locally inspired makers with globally relevant narratives.

In close collaboration with project architects, Lakeside provided retail design advisory services to ensure seamless integration of retail within the broader campus experience. The firm advised on store layout, fixture strategy, traffic flow, point-of-sale placement, and operational requirements to create an immersive, high-performing environment capable of supporting activations, pop-ups, and evolving programming.

To support the grand reopening, Lakeside also led the development of a branded capsule collection. Drawing from MCS’s visual identity and archival assets, the team created a signature product line intended to function as both meaningful mementos and expressions of community pride. From creative direction and vendor sourcing to pricing strategy and production oversight, Lakeside ensured the collection was launch-ready and aligned with the broader retail vision.