Working on several Design Within Reach stores across the country allowed for an iterative approach.  Each successive store built off the successes and learned from the shortcomings of previous designs.  Size, location and situation of each store played a key role in how the design elements were distributed. 

Stores also fell into hierarchical categories from flagship to regional hub to minor gateway.  Combining the constant elements with these varying factors was a source of invention, creativity, and diversity within the DWR ecosystem.