As a seasoned gamer with a penchant for both virtual and real-life adventures, I must confess that stepping into the reimagined Framed Ewe store in Phoenix was nothing short of breathtaking. With my gaming eyes accustomed to vibrant colors and immersive environments, I found myself drawn to the acidic violet fitting station like a moth to a neon-lit arcade.
To mark its 10th anniversary, luxury eyewear retailer Framed Ewe teamed up with renowned designer Adi Goodrich in 2023 to redefine their brand image and store layouts. This collaboration started when owner Christy Kimball asked Goodrich to revamp the Los Angeles store, igniting a design transformation that would later restructure the brand’s physical appearance.
The Phoenix flagship store, embodying Goodrich’s imaginative flair, boasts a bold black-and-cream checkerboard facade, echoing the Art Deco period. Stepping inside, you’re greeted by an inviting and elegant ambiance crafted from thoughtfully selected cherry wood hues, stylish terrazzo details, and captivating design pieces. A 16-foot purple fitting station catches the eye, beautifully accentuated by terrazzo counters and a grand, custom wooden mural spanning 25 feet.
Goodrich aimed to respect Framed Ewe’s heritage while making the spaces feel surprising and welcoming, as she shared. Her careful selection of materials and daring use of colors beautifully convey the brand’s commitment to quality and self-expression. By designing an experience that goes beyond typical retail norms, Goodrich has turned the store into a distinctive location for eyewear discovery.
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2024-11-29 12:56