Merrell shoes flat out rock. Show me a more comfortable snow moccasin, or the even more comfy Jungle moc, and I'll show you a liar. I'm sure the hiking boots are good, too, but my hiking days are behind me. Anyway, instead of scouring sports shops and shoe stores looking for your favorite pair of Merrells, soon you can hit their new 2,400-square-foot flagship store in San Francisco's Union Square district. And guess what? There's more to Merrell than crunchy footwear.

When the Bay Area mothership opens next month, outdoorsy types can feast on a dizzying array of high-tech jackets, fleece, long- and short-sleeve shirts, pants, and hats, as well as packs and bags. And the store's interior sounds pretty cool as well, featuring a combination of natural and technical materials to help bring the "outdoor experience" to shoppers. The color scheme is Merrell orange and muted neutrals that complement the stone flooring, river-rock baseboards, vertical wood grain surfaces, grass panels, and textural, recycled coverings and hardware for the store's footwear and apparel fixtures.

According to Merrell, the Union Square store is designed as a cutting-edge example of evolved retail by making it a cultural crossroads for its customers, as well as a place to shop. The store will also include a staff that "live and breathe Merrell's enthusiasm for outdoor pursuits." Expect breathless, overly eager sales help preaching the benefits of aluminum over plastic water bottles.