Summer of 2011, Unleash designed the store "I AM". The whole concept of the store is to bring something new to Honolulu, a new kind of store that plays with the concept of merging an edgy and contemporary style with function and modularity.

It utilizes repurposed items such as ladders as modular shelving systems, recycled pieces that were redesigned and repurposed for the style and look of the store, nautical hardware such as boat anchors, rope, boat bumpers, reminiscent of the fact that the store is on the island of Hawaii and surrounded by ocean. The store’s red accents and use of wood were added to warm up the industrial look of the store.