Big Apple Air

Nike Big Air, FRCH Creative Fuel

You’re not exactly sure what you’re seeing when you walk down Spring Street in Soho and stumble upon a series of windows filled with shelves of white milk jugs, spray bottles and skateboard decks … all with small black, old-school Nike logos printed on each one. It’s enough to make you stop in your tracks, find the door and go in. Once inside you realize it’s Nike’s new 5-story flagship concept. Read more of this post

“Experience” NYC Retail

I had the (rare) fortune last week of having a few moments to check out some of the latest retail concepts in New York. And knowing in the back of my mind that “experience” might be the most overused word in retail in 2017, I went in expecting to “experience something” and let’s just say NYC retail didn’t let me down. Whether it be interactive, personalized or just over the top grandeur in flagship scale, there was plenty to check out and really dive deep into some of the brand stories. Some of my favorites included: Read more of this post

Park Avenue Seasonality

A few weeks ago, I was staring out the window of a NYC Taxi trying not to wince as we almost got flattened by a truck, and a bright yellow awning emblazoned with the word “summer” in bold, capitalized letters grabbed my attention. I caught a glimpse through the window as we whizzed by and had a vague impression of an interior dripping with vibrant plants, but before I could get a really good look we were off again.  Read more of this post

Aged, High Tech, and Fabulous

New York City streets are filled with inspiration, so it shouldn’t have been a surprise when I saw an entire window filled with 1940’s sewing machines. I couldn’t resist and wandered inside All Saints, a clothing boutique. Read more of this post

New York City Store Fronts


New, fresh imagery really gets our creative juices pumping here at FRCH. Keeping our hands, eyes, and brains on the pulse of literally everything, especially cool retail, is a part of how we gain inspiration and are continually able to create and build compelling stor(i)es for our clients…

Store Front: The Disappearing Face of New York is a beautifully photographed and executed book that showcases original storefront facades of buildings throughout New York City. Read more of this post