Part of an ongoing strategic partnership with REI Co-op, this prototype design represents a fundamental shift in the retail experience.
It’s one part of an ecosystem of store formats envisioned to serve different customers and need states. This experiential, or service-retail, concept is the first Gateway store and is a prototype for future locations.
As a “gateway to adventure,” the concept leads with experience, education, consultation, and community. One third of the floor space at the heart of the store is devoted not to product, but to communal space. Workshops and guided tour programs connect visitors and locals alike to the best means to explore the nearby recreation area in the White Mountains. These programs leverage community and non-profit partners to support the success of the region.
As the first of its kind, it was important that the space could function as a laboratory for future adaptation. Everything from the layout to the finishes is flexible, durable, and reflect the brand’s heritage. The gathering spaces foster different formats of customer engagement with reconfigurable fixtures. An open “Gear Garage” lends a sense of transparency and expertise to the Co-op. We took a less-is-more approach with the architecture of the existing building, only minimally altering the existing structure in support of REI’s sustainability goals. There is also a reflection of the local area, as well as REI’s heritage, in several finishes.
SERVICES // Retail Strategy, Prototype Development, Interior Design
ROLE // Designer
LOCATION // North Conway, NH
PRESS // This New REI Concept is the Next Evolution in Experiential Retail, Interiors + Sources. https://iands.design/articles/32526/new-rei-concept-next-evolution-experiential-retail
All work performed while employed as a designer at IA Interior Architects. Photography by Chris Eden, 2019.
Electric vehicle powerhouse Lucid Motors approached IA Retail to guide the rollout of their first brick and mortar experiences. The design and construction of both their Studios and Service Center prototypes needed an extremely efficient internal approval process to meet the aggressive timelines for bringing them to market.
My role was to develop a process for visualizing each location that expedited - not interrupted- the approval and build-out timeline for multiple retail locations. Working simultaneously as Lucid’s internal team developed their design standards and IA’s technical designers executed drawings, I built a working 3D model of each location and developed a signature rendering style to communicate the design to Lucid’s leadership. The aesthetic had to be refined to match Lucid’s luxury identity, yet communicate to leadership that these spaces were still under development. The process itself had to be nimble as the prototype standards were still being developed.
My solution involved optimizing workflow between Revit and Sketchup, building a robust library of 3D assets to achieve efficiency and consistency between different designers, and crafting a rendering aesthetic through Sketchup and Photoshop that was authentic to Lucid’s elevated brand while solving this new timeline-driven need for them. The result was a flexible but standardized process that served as a tool to expedite design feedback and approval.
This workflow is now Lucid’s internal and consultant standard and has been part of the development of nearly a dozen retail locations opening in 2021 and 2022.
SERVICES // Design visualization, Process optimization
ROLE // Designer
All work performed while employed as a designer at IA Interior Architects.
Another prototype design in the “ecosystem” designed in partnership with REI Co-op, the Neighborhood Store is a small format location that brings the outdoors to the urban customer.
Leveraging a robust digital fulfillment program, partnerships with other local stores, and careful curation, this store is able to fulfill nearly all the services of a mainline store in a fraction of the footprint. It leans into the nature of its surroundings and reflects that personality through materiality, local programming, and a curated offering of products based on the local consumer needs.
View a virtual store walkthrough here: https://www.rei.com/stores/cambridge/virtual-tour
SERVICES // Retail Strategy, Prototype Development, Interior Design
ROLE // Designer
LOCATION // Cambridge, MA
All work performed while employed as a designer at IA Interior Architects.
Seeking to expand and elevate their brick-and-mortar presence, the two founders of fashion retailer Böhme served as the inspiration for this new prototypical concept. The duality of the founders - who are also sisters - informed an inspiring and functional store design. The Loft concept balances an elevated look and feel with a casual sensibility.
Appealing to the customers’ multifaceted lifestyles, product collections are organized around Work, Travel, Live and Play in a straightforward yet captivating retail experience. Natural materials and warm tones lend a feminine energy while bold fixtures and dramatic scale changes focus the experience. Opportunities for discovery exist at a smaller scale too, through thoughtful details and hidden “Easter eggs” that recall the two founders’ personalities.
SERVICES // Prototype Development, Interior Design
ROLE // Junior Designer
LOCATION // Salt Lake City, UT
AWARDS // Gold, 2020 Shop! Design Awards in Softline Goods
All work performed while employed as a designer at CallisonRTKL. Photography by Benjamin Benschneider, 2019.
A fast-paced response to an RFP, this charette conceptualizes what a physical expression of the AllModern furniture brand could feel like. We take the benefits of their existing digital platform - including streamlined product searching and ultimate convenience - and marry it with the experiential opportunities of brick-and-mortar retail.
The result is one streamlined experience from digital to physical and back, creating an intuitive and inspiring buying process for the AllModern customer. It serves as the physical complement to the digital platform- a place to touch and feel the items that they may have eyed online and to discover things they many not have expected. The entry welcomes and provides connection to the digital channels through concierge services such as order pick-up and design services. The perimeter of the store inspires through vignettes organized around AllModern’s signature design styles - focusing on smaller cash & carry items. The heart of the store is a respite to foster connection with expertise and local product favorites. In short, it’s a modern home for all things Modern Design.
SERVICES // Retail Strategy, Concept Development, Interior Design
ROLE // Designer
All work performed while employed as a designer at IA Interior Architects.
PetCoach is an entirely reimagined pet store born from a collaboration with Petco. Consumer insights and brand positioning studies informed what was ultimately a new business model for the brand as a brick-and-mortar expression of a once online-only service.
The service-retail model is a curated pet store that provides veterinary care, grooming, training, and daycare to today’s dedicated Pet Parents via integration with a membership app. It’s a one-stop-shop that makes it easy to address all pet needs through an elevated level of service and brand connection. The physical store enables the digital platform to come to life seamlessly.
Intuitive wayfinding and curated moments drive the customer journey. Durable and cleanable materials clad the interior spaces, and increased transparency helps pets and parents feels connected throughout the zones. Thoughtful details such as leash hooks and pawprint motifs provide moments of surprise and delight throughout. A small sales area provides curated products in inspirational vignettes, acting as a window to endless aisle capabilities via digital fulfillment.
PetCoach garnered three times more new members than expected, and the design took home several awards.
SERVICES // Retail Strategy, Prototype Development, Interior Design
ROLE // Junior Designer
LOCATION // San Marcos, CA
AWARDS // Gold, 2019 Shop! Design Awards in Service Retail // Winner, 2019 Design:Retail Magazine Spectrum Award in Service Retail // Finalist, 2018 RDI International Design Competition Store of the Year
All work performed while employed as a designer at CallisonRTKL. Photography by Chris Eden, 2018.
Retail isn’t dead, it’s just evolving.
Seeds of Change is a conceptual thought piece that uses exhibition as a metaphor for the Retail of the Future. Leveraging insights about Gen Z, who now account for 40% of all consumers, this concept explores their desire to create change in the world. Specifically, their power as consumers.
The future of retail is positive. Spearheaded by Gen Z’s activist mindset, the traditional “shop-buy-consume” model flips to an empowering “learn-give-share” process. Just as we use our power as consumers to support brands we believe in, we spread the seeds of change to causes, movements, and even political policies. From consuming goods to doing good.
SERVICES // Trends Research, Consumer Insights, Retail Strategy
ROLE // Trends and Consumer Insights
All work performed while employed as a designer at IA Interior Architects. Graphics by others.
The goal of BAXY (named for the four buttons on a video game controller) is to unite people through play. This entertainment concept was a collaboration with branding agency McGarrah Jesse, IA, and Gamestop.
Tasked with creating an entirely new concept outside of Gamestop’s current portfolio, much attention was paid to consumer insights and identity design. How might we use an experience to attract customers beyond a brand’s core audience?
Our portion of the design process spanned retail strategy and positioning, consumer insights, and interior design. We utilized scenario-based customer journey mapping extensively to create an entirely equitable experience for all users.
The result was a compelling space that could provide a variety of play-related experiences to a wide audience. The irreverent programming included a secret arcade, bookable game pods, “couch- co-op’s” for group play, a hidden game room, and arena for streaming events. All digitally-enabled through an app that allows the gamers to continue the experience after departing the space.
SERVICES // Retail Strategy, Consumer Insights, Prototype Development, Interior Design
ROLE // Consumer Insights, Designer
All work performed while employed as a designer at IA Interior Architects.
Humanitarian outdoor brand Cotopaxi tasked us with creating their first brick-and-mortar prototype. The result was a concept that amplifies their message and complements their iconic color-blocked gear.
A retail space that can be transformed to also host in-store events, the design leverages a warm material palette and strategic product displays to highlight the bold product. A focal portal displays their most recognizable backpack designs adjacent to messaging about the humanitarian brand ethos. Further back in the space, an outrigger fixture system organizes product categories and helps the colors pop against dark charcoal walls. A large, yet mobile, point-of-sale table with burnt orange legs serves to anchor the store and create an approachable point to interact with brand ambassadors about Cotopaxi outreach and events in the community.
SERVICES // Prototype Development, Interior Design
ROLE // Junior Designer
LOCATION // Salt Lake City, UT
All work performed while employed as a designer at CallisonRTKL. Photography by Benjamin Benschneider, 2018.
Part of a new headquarters design for Alaska Airlines were two of the outward facing experiences - the Company Store and Uniform Fit Center. Tasked with creating compelling branded experiences for both, we worked within the existing spaces to elevate the experience.
The Company Store serves as the first impression to not only the building, but to the brand itself. The design welcomes employees and visitors alike to experience the warmth of the Alaska brand. A focal entry portal, model airplane display, and simplified fixture kit create an inviting experience that highlights the brand and product.
The Uniform Fit Center is the home to an exciting part of every new Alaska employee’s journey – trying on the uniform. Celebrating the new uniform collection by local designer Luly Yang, the space inspires new employees to be “Fit to Fly.” It celebrates the try-on experience while serving large groups of visitors with differing needs. A multipurpose lounge welcomes and orients guests, and on the Runway - taking advantage of the narrow, linear space - they can be fit for their new uniform and celebrate the moment with a selfie. Messaging throughout the space adds personality, and a custom wallcovering of the designer’s sketches further highlights the Alaska uniform.
SERVICES // Retail Strategy, Full-Service Interior Design, Environmental Graphic Design, Construction Administration
ROLE // Designer
LOCATION // SeaTac, WA
All work performed while employed as a designer at IA Interior Architects. Photography by Best Good Thing, 2020.
Finish Line sought to re-energize its connection with its younger consumers. This refresh is inspired by the dynamic, forward-thinking young athlete for whom sport is style.
A custom geometric pattern, high-contrast finishes, and references to running culture breathe a bold new life into the shopper experience. Adaptable fixtures allow each brand to customize their presence. New consideration was given to the visual merchandising along the product walls, during which time we consulted extensively with Nike. Technology touchpoints throughout connect the consumer with the brand's emerging tech presence.
My responsibilities for the "Store of the Now" design involved working with concept development, fixture design, material selection, and point of purchase/accessories design.
SERVICES // Concept Development, Schematic Design, Design Development
ROLE // Design Intern
All work performed while employed as a designer at CallisonRTKL. Photography by Mo Daoud, 2016.
Inspired by the active lifestyle of athletes, the Lap Table is a versatile work station designed for those who like to remain moving even when sitting. Athletes, yogis, and runners will find it easy to stretch their muscles while using the Lap Table. Made entirely of lap joints, the table allows the user to comfortably sit on the floor while working or relaxing. The angled placement of the legs allows for a variety of stretching positions, whether cross-legged or with legs outstretched. The user can sit against two different sides, in six different orientations.
A study in ergonomics and human dimensions in space, the shape of the table is derived entirely from its function. The top has been sized to comfortably fit a laptop, mouse, and a coffee mug or water bottle. The legs taper and become round in form as they meet the ground so as to provide a soft surface against the user’s outstretched legs. Each lateral support is expressed outside of the work surface, but the corners have been rounded over to enhance comfort.
MATERIAL // Ambrosia Maple lumber