Created an original retail concept for pinnacle East Coast-based stores for global footwear brand, Vans, named The General. Our second store opened on the prestigious shopping avenue, Newbury St, in the heart of Boston, in 2013. This store represented Vans’ first boutique foray on the East Coast outside of New York, and placed Vans within reach of the highest concentration of college students in the nation. Designed to create a space for events as well as to bring the best of Vans product to Boston, the store environment was designed to feel like a boutique hang-out, a place to be as well as to shop.

Created the retail concept, positioning strategy, and branding. Designed the interior environment concept, interior styling, product merchandising, and commissioned and sourced original artwork and decor.

We designed the interior with warm, rich materials: leather, oak, original brick, aged steel, and reclaimed wood. We collected antique lighting, furniture, and story-telling objects from local vintage sources in New York and Boston to help the store feel one-off, and rooted in its environment.

We designed the layout of the store and shelving systems to force curated merchandising, grouping products together by stories or collection, rather than product type.