Hasta La Ideas

Pink tiles and lilac upholstery enliven the interiors of this eyewear store in Phoenix by Los Angeles designer Adi Goodrich.

Goodrich was tasked with designing the Framed Ewe flagship in the Arizona city after overhauling the facade of the brand’s Los Feliz store, for which she looked to art deco for references.

The designer took a similar approach at the Phoenix location – a full interior refresh that incorporates rounded forms and geometric patterns.

“My goal was to infuse the space with a sense of history while keeping it slightly unexpected,” said Goodrich.

Inside, the store is imbued with orange, pink and purple materials that complement the warm tones of cherry wood panelling and shelves.

A waiting area is wrapped in pink tiles and features a large seat topped with an “acidic violet” upholstered cushion.

The same fabric covers a 16-foot-long (five-metre) seat built into a wall niche, facing a pair of pill-shaped tables used for one-on-one consultations.

Terrazzo surfaces used throughout the store are from Concrete Collaborative‘s Night Palm x Lolita collaboration.

A variety of spherical light fixtures are hung from ceiling mounts – individually or in clusters – or installed on the walls in lines of three sconces.

More pink tiles clad cylindrical columns, including one that anchors the terrazzo sales counter, and a dark pink carpet is laid over portions of the polished concrete floor.

Framed Ewe’s products are presented on minimal white shelves and on podiums with filleted corners that are covered with glass.

Above the wall of shelves is a 25-foot (7.6-metre) wooden relief mural, which Goodrich designed herself.

The store includes several mirrors in a range of shapes, sizes and orientations for customers trying on the designs.

In the window, two large circular shelving displays mimic the shape of eyewear frames, while beige and black tiles form a stretched checkerboard pattern across the exterior.

During the Los Feliz refresh, Goodrich enlisted the help of illustrator Clay Hickson to create a hand-drawn logo and wordmark for Framed Ewe that’s “reminiscent of 1920s design and eyewear”.

The branding is used again across the front of the Phoenix location, as well as for graphics inside.

Known for her colourful and surrealist approach to interiors, Goodrich has previously completed an LA grocery store and a boutique that was longlisted in the retail interior (small) category of Dezeen Awards 2023.

Other eyewear stores that infuse bold hues ????? into their include a kid-friendly optician in Munich, a green-toned boutique in Barcelona and a shop in London that integrates biomaterials.

The photography is by Erik Benjamins.

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