Retail Store Design
Spatial storytelling that translates your brand ethos into physical environments where discovery feels both intentional and serendipitous.
Where Brand Meets Space
Retail store design is storytelling. At Front Row, we craft physical spaces that bring your brand’s personality to life, balancing aesthetic, function, and shopper psychology. Our environments aren’t just beautiful; they’re built to convert.
How We Do It:
- - Flagship strategy and concept development
- - End-to-end architectural and interior design
- - Materials, lighting, and display system curation
- - Collaboration with production and build partners
Whether you’re designing your first brick-and-mortar or elevating an existing footprint, we design for influence and impact. Take our work with Bumble & Bumble as an example, where we transformed their Sephora experience to drive conversion.
Front Row introduced the concept of 'Experimental Nonconformity' to reimagine the Sephora gondola experience. Transforming the space into an energized and utilitarian backstage setting, we infused it with Bumble and Bumble's rich heritage and innovative spirit. Through a minimalist yet vibrant design language, we captured the essence of the brand's New York City origins, ensuring an unforgettable and engaging experience for all shoppers.
The revitalized Sephora gondola will attract a wave of customers while reinforcing the brand's identity. Front Row's design approach successfully encapsulated Bumble and Bumble's unique essence, blending heritage with modernity to create a captivating retail experience.
Mozh Matin on Designing Brand-First Retail Environments
With 15+ years of experience, Mozh Matin, VP of Retail & Visual Merchandising at Front Row, has led transformative store designs for brands like Sol de Janeiro, Fenty Beauty, La Mer, Tatcha, and MAC. Her approach redefines how spatial storytelling and brand identity come to life in the physical world.
As Gen Z increasingly views in-store shopping as an experience, brands must move beyond digital and deliver physical spaces that captivate, convert, and stay consistent with their identity.
At Front Row, we start by translating a brand’s core DNA, its values, voice, and character, into spatial design. For Elemis, that meant harmonizing its heritage with modern luxury. For Kosas, we pushed the visual language to the edge, using bold geometry and materials that matched the brand’s rule-breaking ethos. With Bumble & Bumble, we designed a path through the store that choreographed product storytelling and visual flow.
Whether it's a flagship buildout or a pop-in at Sephora, our environments flex and scale while staying visually cohesive, ensuring brand recognition at every touchpoint.
Authenticity, not trendiness, is the true foundation of memorable store design. When physical retail expresses who your brand really is, it becomes a powerful driver of long-term loyalty.
