Photo art direction and the design of retail touchpoints for the Warby Parker brick-and-mortar experience.

Warby Parker’s flagship retail location in Soho is a dramatic library-esque environment, with towering bookshelves containing neatly arranged rows of stylish spectacles. Aligned with the craft and polish of the retail interior, graphics throughout the space further animate each surface and contribute to a welcoming and engaging retail experience. The existing Warby Parker logo was fitted into a retail lockup that could be applied as a signage system across all future locations, and the store was outfitted with letterpressed stationery, branded cotton totes, and a city map illustrated by Jason Polan told of the best spots to sit and read a book in lower Manhattan. Glass vitrines encasing a brand history for curious shoppers create a corridor that leads shoppers back towards an optician’s appointment room, adorned with signage inspired by old train boards. Ongoing projects for the Warby Parker brand included art direction for new collection photography; studio portraits that capture the wit and character of the Warby Parker brand. Creative marketing initiatives often announced new collections, such as a short film in playful film-noir style, directed by the Safdie brothers to be screened at a launch soirée at the French Embassy in New York City.