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Brief Published: 20 Apr 2015

Global Local: Warby Parker Miami

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Warby Parker, Miami

US eyewear retailer Warby Parker has unveiled a new flagship in Miami's industrial Wynwood art district, featuring store design and visual merchandising tailored specifically to its location.

Dubbed Warby Parker Annex, the single-floor 1,600 sq ft space draws inspiration from the city's year-round tropical climate and famous party vibe, with vividly coloured interiors and swimming pool-themed flooring and walls cementing the holiday ambience.

Adding a social (media) aspect to the bricks-and-mortar experience, a bright yellow sunbed in the centre of the store, placed directly below a ceiling camera, allows consumers to lie down and have photos of themselves taken from overhead, which are, of course, instantly shareable via social media.

The capacity to share a brand experience is now an essential rather than a nice-to-have for younger consumers in particular who actively consider shopping a form of entertainment primed with social-media-ready storytelling opportunities (see The Need to Convene: Elevated Experiences in our Globalshop 2015: Experiential Branding & Visual Trends coverage). For more on how brands are tapping into the share-factor including selfie phenomenon, see Luxury Online for Millennials, Store Concepts for Teens, Instagram for Retail Brands, Social Media Seduction and the Omni-Channel Store Space.

Forging direct links with the local neighbourhood, the store exterior also features a mural by US street artists DALeast and Cryptic, originally created during Art Basel 2014 as part of the urban regeneration project, Wynwood Walls. This project, devised by US developer and restaurateur Tony Goldman, brought together both American and international graffiti artists who covered over 80,000 sq ft of walls. To read more about last year's Art Basel event, see Art Basel Miami 2014: Branded Spaces. For more on art-powered retail spaces see Art-Fuelled Fashion Spaces. 

The store carries the brand's full collections of glasses as well as books and other accessories.

For more examples of retailers using local-centric strategies to boost engagement, see Specialise to Survive, Evolution of the Retail Flagship and The Value of 'Made In'.

For more strategies designed to sell small goods, see Rejuvenating Jewellery Retail. See also Warby Parker's New York library-style store in our April 2015 Retail City Guide for NYC and Cubitt's Tech-Enhanced eyewear store in our January 2015 Retail City Guide for London.

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