USS Midway's revamped gift shop is ready to soar

The reimagined Jet Shop features a brighter, open and highly visual retail experience.

The USS Midway Museum Jet Shop in San Diego is fired up about its refitting after 20 years of service to guests who stop in the hangar deck level gift store to find mementos that capture the spirit of their visit.

The reimagined shop is lighter, brighter and more open with engaging visual displays — yet it maintains the Jet Shop’s industrial aircraft carrier vibes with exposed ductwork and steel-plated floors. After all, the Jet Shop is housed where U.S. Navy sailors once repaired jet engines, below a flight deck where more than 3,000 combat missions were launched during Operation Desert Storm, alone.

“The Jet Shop preserves the Midway’s history and offers a selection of U.S. Navy and USS Midway apparel, along with books, souvenirs and memorabilia,” says Gabriel Garcia Solis, store director.

“By opening up the floor plan, we’re keeping the spirit of the Midway alive while making it more accessible as a retail environment so we can spotlight the merchandise we sell,” Solis explains, relating that the Jet Shop is an extension of the USS Midway experience.

On display

Close attention to visual cues throughout the remodeled Jet Shop give guests ideas for how to wear their pride for the USS Midway. Notably, an elevated scene featuring mannequins decked out in Midway, U.S. Navy and patriotic gear shows off the range of apparel, hats and accessories available in the store (in all sizes).

“A lot more display space with mannequins offers a better visual representation of what our products look like so customers can see what we offer and how it looks ‘on,’” says Solis.

Mannequins wearing Midway, U.S. Navy and patriotic gear show off the range of apparel, hats and accessories available in the store.

Themed signage throughout the shop helps visitors navigate displays. For example, the Memory Bar display showcases souvenir items such as drinkware, keychains, stickers, patches, books and media.

Ready for Sea features waterproof footwear, and The Galley includes décor and tableware products. A cylindrical hat display is topped with mannequin heads sporting caps and beanies, with associated hats stocked in shelves below each design.

Other themed displays include USS Midway, U.S. Navy and toys — a section that expanded with the store renovation, Solis says.

Displays are organized by category, but products are also cross-pollinated by theme to offer something for all ages. Solis says, “There is a greater selection of products throughout the store rather than concentrated spots.”

Another USS Midway win

The new Jet Shop cleared for takeoff on its reopening, Feb. 7, and Solis notices how guests easily find their way around the store. He also overhears plenty of, “Did you see that?” comments from customers, a result of activating displays with dressed mannequins.

“It’s better for families and at the same time catered to adults,” he says of the greater selection of inventory the updated store offers.

The Jet Shop along with the USS Midway Museum’s Café 41 restaurant and grab-and-go stop, Jet Express, play an important role in creating a lasting guest experience. Proceeds from gift shop sales go back to supporting the museum, Solis points out.

“We’re excited about offering more products and a greater selection of items so visitors can commemorate their time on board,” he says.