CASE STUDY
A Chicago landmark becomes home to 1970’s San Francisco
The starting place was Chicago’s legendary Lincoln Park. It needed an infusion of retro cool.
Starting with the original, eccentric exterior, I reimagined a whole new experience. Time to bring San Francisco’s history to Chicago.
WHAT I SAW
In Chicago’s legendary Lincoln Park, the team was fortunate to work with a designated landmark building.
The challenge was how to respect the curious, historical design elements and make the space feel unambiguously Marine Layer.
APPROACH
To make the experience look premium and signature, the holistic building block needed to be considered. Big, street-level impact was always top of mind. Six rounds of concept sketches and rigorous vetting later, we got approval on the signature, blue exterior.
Signage was iterated to be installed in three, restoration-oriented phases.
Inside, a vintage neon sign, instrumental to the original Brand design, served as my inspiration.
Above the center console wall, a set of custom records spin “Oh Hey”. I created three, custom designed sets, each with a different flavour of brand-ness, for the store team to swap out based on their seasonal calendar and events.
The feature Brand wall is a playful take on time with a collection of vintage french clocks sourced by team. I developed a throwback story through a hand-painted mural. The graphics nod to the tick tick ticking of time and the rounded exterior lighting. Text content is reflective of the brand: laid back and irreverent. With a small space, the flow and the vibe were paramount.
As Marine Layer’s success skyrocketed, the Brand’s needed a lift.
Inspiration came from 1970’s album artwork, graffiti, and murals. Hand-painted imperfection felt perfect, winking at the customer from corners (or spinning records). A boldly coloured exterior redefined this historical landmark, linking it to the other 20+ stores I designed across America, all housing elevated, thoughtful Branding inside.
Client: Marine Layer
Location: San Francisco, CA, USA
Season: Winter 2024—Spring 2026
Role: Creative concepts, design, and production
Format: Concept & design visualizations, exterior & interior signage, design & production systems tools
Disciplines: trends & market research, digital design, physical mockups