As Design Within Reach expanded their brand it became obvious that they not only need an identity for the interior of the stores, but also for the exterior.  This provided us with the opportunity to explore and understand how architecture can either directly represent the brand or how certain architectural elements associate or align with the core values of the brand.

We develop 5 different possible approaches:

Layering – Using a metal or fabric exterior scrim to provide an impactful façade and continue the strong graphics that are used in the interior as well.

Material Collage – Glass panels are replaced in certain areas by branded, colored panels giving the facade a playful aspect.  This is similar to the swatch wall feature in the stores.

Extruded Frames – The design creates a picture frame around the windows to accentuate the room vignettes.  They create both a voyeuristic moment and a classic storefront display.

Form As Branding – With the interior focused on replicating domestic vignettes, we abstracted the iconic gable roof of the typical house to create  a similar domestic symbol for the exterior.