Framed Ewe Phoenix Gets Eye-Catching Refresh by Adi Goodrich

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Confession of a shopaholic: retail therapy doesn’t require completing a purchase to reduce residual sadness, though it doesn’t hurt. Browsing a brick and mortar business is an effective form of socialization and offers space for rumination. In many cases, these establishments become extensions of circulation through the public realm. For this reason, LA-based Adi Goodrich has dedicated her creative practice to democratizing good design critical to local cultures. Commissioned by Framed Ewe optical boutique in Phoenix, Arizona, the multi-hyphenate designer crafted an eye-catching refresh in celebration of the company’s 10-year milestone.

On the heels of a facade redesign for the brand’s LA location, Goodrich was given carte blanche to usher in the Phoenix flagship’s next era with a multifaceted approach now comprising an array of elements: bespoke furnishings and fixtures; hand-created ephemera celebrating the beauty of human imperfections; and an updated brand identity in collaboration with illustrator Clay Hickson. The groovy new graphic language features a custom icon and logo type, with rounded letterforms reminiscent of 1920s style and fashion.

A display of eyeglasses on horizontal shelves with a wooden backdrop and abstract wooden art pieces above.

The exterior is outfitted with a bold black and cream checkerboard pattern in a playful nod to the zig-zag compositions found in Art Deco-era surface patterns. An eyeglass-shaped window display sits centered within the front window, which is sure to elicit smiles and draw attention from passersby. Inside the 880-square-foot-space, Goodrich opts for warm cherry wood tones and timeless terrazzo accents from Concrete Collaborative, as well as Fireclay and Mutina brand tile, to cultivate a cozy atmosphere for those who stick around.

A stylish eyewear store with wooden displays and shelves showcasing various eyeglasses. Modern lighting and a few plants add to the decor.

Framed Ewe’s airy interior is also marked by Goodrich’s use of contrasting colors, expressive materials, and rounded corners that lean into geometry’s softer side to add a touch of whimsy. A 16-foot acidic violet upholstered banquet behind each fitting station anchors the plan and provides a vibrant counterpoint to the wood’s warmth. Custom pieces are peppered throughout the shop from her studio practice in furniture design as well as a 25-foot wooden dimensional mural by the designer herself, which runs along the length of the structure.

Four pairs of stylish sunglasses in various colors rest on a terrazzo table, capturing sunlight.

Oftentimes good design goes unnoticed, which in this case is a mark of success. The masterful material selection and unique interior architecture articulates the product just as it does the brand’s adventurous personality. Patrons perusing products may enjoy the search as much as the sale.

A modern eyewear store interior with a curved wooden counter, a floral arrangement, and a wall display of various glasses. The store logo, "Framed Five," is on the wall.

“In a time when small shops are closing more often than opening – a retailer who decides to open a store is a rare breed. With design and storytelling, I can actually shape someone’s day who is shopping in their local store,” Goodrich says. “Unlike residential, these commercial spaces ARE for the public and I love the idea that anyone, regardless of class, can experience a space that is fully, intentionally designed.”

A modern eyewear store interior with display shelves showcasing various glasses. A vase with flowers is on a wooden counter. Bright lighting and a stylish decor complete the setting.

Eye-catching eyewear store interior with a purple cushioned bench, round wall mirror, and shelves displaying glasses. White spherical lights hang above, enhancing the modern design.

A wooden shelf display with various eyeglasses surrounds a circular mirror, reflecting more eyewear in a store setting.

A modern office setup with a wooden desk, an upholstered office chair, a vase of flowers, and a purple sofa. Three round lights are mounted on the wooden wall behind.

Modern waiting area with a purple cushioned bench, round wall lights, a wooden desk with a mirror, and decorative flowers.

A wooden sofa with purple cushions sits against a wood-paneled wall. A vase with colorful flowers is placed on the corner.

Storefront of "Framed Ewe," featuring a glass window display with sunglasses and decorative cacti on either side. The exterior has a checkered black-and-white pattern.

A white sidewalk sign with "Framed Eye" and an eye graphic is in front of a shop with a checkered black and tan exterior.

Shopfront with "Framed EWE" signage. Display of eyeglasses on circular stands behind glass window. Checkerboard-patterned facade, outdoor view.

Storefront with a large display window shows an interior featuring eyewear on wooden shelves. The sign above reads "Framed Ewe.

A person in a blue outfit sits on a purple cushioned bench in a store with a circular shelf displaying glasses in the background.

Adi Goodrich

To learn more about the Framed Ewe project or Adi Goodrich, visit adigoodrich.com.

Photography by Erik Benjamins.

With professional degrees in architecture and journalism, New York-based writer Joseph has a desire to make living beautifully accessible. His work seeks to enrich the lives of others with visual communication and storytelling through design. When not writing, he teaches visual communication, theory, and design.



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