Originally conceived as an internet only concept and company (soliciting young designers in a competitive format to submit t-shirt designs), Threadless brand t-shirts quickly grew profitable enough to increase their presence with their first concept store in Lakeview, a young progressive neighborhood in Chicago’s near north side. As demand increased, the company began to pursue the baby, toddler, and young children’s market. The new store for Threadless Kids was programmed as two parts: interactive play environment and retail store. von Weise Associates used the formal interpretation of conduit and streaming information with a tube concept for the store’s retail interior (recalling the company’s internet based beginnings) and pushing/pulling sections of the tube to create children’s play areas and moments for exploration.