Selected work
MORGENTHAL FREDERICKS SOHO FOR KERING
- Client
- KERING NORTH AMERICA
- Year
- 2021
- Categories
- RETAIL ENVIRONMENTS, DISPLAY + MERCHANDISING, BRAND + RETAIL STRATEGY, MOTION DESIGN, GRAPHIC DESIGN
Collaborators: KERING
The problem
Kering North America needed senior creative leadership to reimagine its flagship Morgenthal Frederics store in SoHo.
What Raemer Studio did
Raemer led the creative and spatial strategy, redefining the customer journey from the ground up: reframing the experience around shopper mindset rather than optician process, developing a multi-brand merchandising system (including a dedicated Cartier room), and bridging heritage brand values with modern experiential retail. The result is a warm, contemporary environment that frames eyewear as hero objects while keeping circulation and service intuitive.
What that made possible
Senior creative leadership on a high-stakes luxury project. Raemer shaped the brief, educated the client team on modern retail experience principles, and carried the concept from strategy through buildable design, proving what happens when you bring in experienced creative direction early.