Framed Ewe: a sensational make-over in Los Angeles and Phoenix

The LA-based designer Adi Goodrich has reimagined “more than just an interior” for the US eyewear retailer

Celebrated designer Adi Goodrich introduces two refreshingly cool store designs for US independent eyewear retailer, Framed Ewe. Goodrich’s re-designs mark a significant evolution for the brand as it celebrates 10-years. Encompassing two stores with bespoke furniture, lighting, and fixtures, the designer’s work even extends to a refreshed wordmark and logo. This multifaceted approach blends Goodrich’s signature playful aesthetic with Art Deco inspiration to create a timeless and exciting retail experience.

Goodrich’s relationship with Framed Ewe began in 2023 with a simple request to address the lack of foot traffic in the retailer’s Los Angeles store. Owner Christy Kimball asked Goodrich to re-design the facade of their Los Feliz storefront and Goodrich embraced the opportunity. The end result was a new eyeglass-shaped window display, a porcelain-tiled facade in a striking olive hue, and a complete reimagining of the brand’s graphic design identity. Inspired by the shop’s Art Deco architecture and eyewear itself, Goodrich incorporated rounded forms, geometric patterns, and timeless materials into her design. Above: Framed Ewe facade, Los Angeles – photo by Ye Rin Mok

Framed Ewe, Los Angeles
Framed Ewe, Los Angeles: Goodrich has incorporated rounded forms, geometric patterns, and timeless materials – photo by Ye Rin Mok

The success of the Los Feliz project continued when Framed Ewe asked Goodrich to do a full store overhaul for their Phoenix flagship. Both locations feature a striking black and cream checkerboard patterned storefront, a playful nod to the zig-zag Art Deco era. Inside the Phoenix flagship, Goodrich used warm cherry wood tones and playful terrazzo accents to create an inviting atmosphere that transcends fleeting trends.

Framed Ewe, Phoenix – photo by Erik Benjamins

“My goal was to infuse the space with a sense of history while keeping it slightly unexpected,” says Goodrich. “The interior design honors Framed Ewe’s history of selling quality designer eyewear.”

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Goodrich’s signature use of contrasting colors and materials adds a touch of whimsy. A 16-foot acidic violet upholstered fitting station anchors the store and provides a vibrant counterpoint to the cherrywood. Concrete Collaborative’s Night Palm x Lolita terrazzo countertops add a contemporary twist, while a 25-foot wooden dimensional mural by Goodrich runs along the length of the shop.

Interior of Framed Ewe, Phoenix – photo by Erik Benjamins

The Framed Ewe Phoenix flagship illustrates Goodrich’s ability to design narratively driven spaces that are both beautiful and highly functional. Both stores embody the brand’s playfulness in an inviting space for customers to discover their next set of adventurous specs.

Find out more at www.framedewe.com / www.adigoodrich.com

Photography credits: interior photography of Framed Ewe, Phoenix: Erik Benjamins / Exterior photography, Los Angeles store by Ye Rin Mok