Design Within Reach has long been a design authority, celebrating the careers of living and iconic designers. Their efforts have always been to communicate this on the pages of the catalog and on-line, but the studios had lacked a clear connection to the brand. Charged with bringing the brand experience to life in their retail spaces, 2x4 developed a simple flexible system of signage components including promotional messaging, large scale architectural scrims, wallpapers, and digital executions. Furniture is arranged stylistically into "houses" that are thematically defined and identified in the spaces. Short product films were developed to promote special launches, showcase designers, and feature products offered in the store. A custom branded lit cube offers a playful way to promote the brand storewide. The retail design system has launched in all of the newly designed studios including Soho, Miami, Costa Mesa, SF, and LA, NY flagship studio and will continue to roll out through next year in Houston, Chicago, and Seattle.