Jordana Maisie Design Studio Opts for Simplicity for FEIT’s New San Francisco Store
Jordana Maisie Design Studio has spent the last five years envisioning a spatial identity for FEIT shoes that embodies the brand’s handcrafted aesthetic. “We have been committed to using a stripped-back, natural palette,” Maisie says, “to support the artisanal qualities of FEIT’s leather goods.”
For its new San Francisco location, Maisie stuck to the palette, but this time trained focus on the brand’s distinctive packaging, which in its simplicity is artful enough to serve as décor. Speaking of art, the 860-square-foot-space—a former gallery—looks less like an old-school shoe store and more like an installation. JMDS demolished all the interior partitions and built grids of maple shelving, multiplied by vast expanses of mirror. “We use it to create a sense of expansion and dynamism within the interior,” Maisie says, “a boundary that the customer cannot decipher.”
Rows of footwear and care packaging, she says, “introduce a repetitive, rhythmic feature that focuses on the design experience of the product. And the perimeter shelving system provides an enhanced level of service, as stock is accessed without leaving the floor.” Talk about simplicity at its finest.
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