AllModern Store

The Challenge

In a milestone move for Wayfair Inc., AllModern was chosen to launch the company's first-ever physical store. The challenge was twofold: first, to translate the distinct identity of a successful digital-native brand into a compelling brick-and-mortar experience, and second, to do so in a way that would create a scalable playbook for the future retail expansion of the entire Wayfair family of brands.

The Approach

The strategic approach was to create a cohesive, omnichannel brand experience by developing a foundational messaging and voice system specifically for the physical retail environment. This involved architecting a complete verbal identity for all in-store touchpoints, from large-scale brand storytelling and navigational signage down to the smallest details of the customer experience.

The Outcome

The launch was a major success, driving significant press and enhancing customer engagement for AllModern. More importantly, the work established a comprehensive and scalable creative playbook that became the strategic foundation for Wayfair Inc.'s entire physical retail expansion, enabling the company to successfully scale from one to seven stores across its brand portfolio in under three years.

My Role

As the ACD and creative lead, I architected the foundational verbal identity for Wayfair's entry into physical retail. I owned the messaging strategy for the in-store experience, overseeing all creative assets including signage, launch communications, and seasonal campaigns. My primary contribution was codifying this work into the scalable playbook that guided the creative for all subsequent store launches across the portfolio.