WILDFANG: LOS ANGELES
CREATING A FRESH LOOK + FUTURE DIRECTION FOR AN ACTIVIST APPAREL BRAND
RETAIL DESIGN | CREATIVE DIRECTION | STRATEGIC PLANNING
Started in 2013 as a lifestyle brand ‘for badass women everywhere,’ Wildfang has grown to not only to become an influential women’s apparel company that challenges gender norms, but also a powerhouse of social activitsm, raising hundreds of thousands of dollars each year for charities that support reproductive, immigrant, and women’s/human rights.
As the Portland-based company looked toward expanding their brick-and-mortar presence, they approached us to help design their first retail store in trendy Silverlake area of Los Angeles, and create a retail design palette and direction to translate to future locations as well.
A set of stairs at the main entry was transformed into a multi-level opportunity for product merchandising with the creation of a collections of risers in varying sizes and materiality.
The cash wrap and product hang bars continued the stepped theme that appeared across the space. A base palette of black and white materials with light wood and pops of green was used to allow the brand’s apparel to take center stage.
DESIGNING A RETAIL ENVIRONMENT FOR BADASS WOMEN IS EXACTLY AS FUN AND CHALLENGING AS YOU MIGHT IMAGINE.
We had the awesome opportunity to work closely with Wildfang’s internal retail and creative teams to design and develop the store’s materials palette, key brand moments, custom fixtures and a collection of other quirky elements inherent to the brand’s persona.
Our challenge was to balance the environmental feel that Wildfang had already established in its three other locations in Portland and New York City, while evolving it to create a vision for their retail environment for the near future.
With a focus on budget-conscious, yet unique materials across the space, we delivered complete designs, including 3D renders, of the interiors and exterior facade. Wildfang’s internal retail team led production oversight and construction in the space.
The exterior of the store featured large dimensional neon signage and a quirky potted plant display suspended over the brand’s hallmark window marquee featured in each of its stores.
Customers can leave their mark on the carving wall at the rear of the space, emphasizing their connection to the activist brand. Both the wall and swing concept were borrowed from the brand’s Portland store, but were redesigned to give a more local feel.
A variety of unique materials were paired with multi-height merchandising displays across the space to create visual interest without detracting from the product itself.
AT-A-GLANCE
CLIENT: Wildfang
TYPE: Retail Design + Creative Direction
LOCATION: Silver Lake, Los Angeles, CA
ACTUALIZATION: Design of retail space in Los Angeles and direction for future retail executions.
OUR ROLE:
Space Design + Concepts
Brand Moments + Art Installations
Materials Palettes + Design Direction
Floor Plans + Elevations
Conceptual Sketches + 3D Renderings
Custom FF+E Design
PROJECT GALLERY
SHARE THIS
READY FOR LIFT OFF?
We’ve helped dozens of brands—large and small—build measurable customer affinity through experiences, spaces and content. Let’s connect and talk about creating the solutions you’re looking for.