Case study
Morgenthal Frederics SoHo Flagship: Retail Translation for Kering
How Raemer Studio clarified the patient-or-shopper paradox and carried senior creative judgment from brief to build on the Morgenthal Frederics SoHo flagship.
- Role
- Creative direction, shopper-mindset strategy, spatial strategy, interior design, 3D design and visualization, motion and graphic design.
- Client
- Kering North America
- Period
- 2021
The problem
A heritage luxury eyewear flagship behaved like a medical office and a luxury fashion destination at the same time. The brief asked for a refresh, but the patient-or-shopper paradox and multi-brand merchandising needed a clear logic.
The solution
Raemer reframed the experience around shopper mindset rather than optician process. Distance-based zones gave browsing, trying, consulting, and purchasing their own choreography, with Cartier elevated into a dedicated room within a multi-brand merchandising system.
The result
A buildable flagship concept supporting self-guided browsing and personalization, with a repeatable framework for journey, fixtures, digital, and merchandising logic that lean MF and Kering teams can adapt across locations.