WHAT ASPECT OF CREATIVITY DOES A RETAIL STORE FULFILL THAT OTHER DESIGN-RELATED JOBS COULDN'T?
Joe: I guess for me, it's an opportunity to build a design experience that encompasses everything from its visual identity, to the layout of the space, and even those micro elements like sound and smell. Also, the way we curate events and share - we are, in some ways, developing a community.
Shu: And there's no one to answer to, which is nice. We aren't really a highly matrixed organization. We just discuss between ourselves and ask “Do you like this?” Because we're so small, we have the ability to move from an idea to a realized experience really quickly.