HIGH TECH HIGH TOUCH

Familiar Stranger collaborated with Starch Creative to launch Generation Tux's first-ever brick-and-mortar locations. Designed as cutting-edge showrooms rather than conventional retail stores, our goal was to enhance the brand’s digital sizing and tailoring capabilities. These physical spaces offers guests a hands-on experience with the brand’s extensive range of styles, fabrics, and suiting details IRL.

Classic Luxe

dapper wellness

FRESH AND SLEEK

CONCEPT DEVELOPMENT

When we started, Generation Tux had already established a sleek, modern, and minimal visual identity through their online presence. As we transitioned into the physical realm, we embraced a broad perspective, drawing inspiration from upscale streetwear boutiques, high-end galleries, and wellness retreats. Our vision was to create spaces that welcome all bodies and identities, anchored in classic masculine elements while harmoniously blending softness with a bold edge.

We started by exploring variations on an open retail floor with concierge-style fittting rooms and elevated, standalone accessory cases.

As we got to know our client, the retail concept evolved away from traiditonal fitting rooms and retail counters and towards tech-centered consultation spaces supported by modular, non-heirarchal retail displays.

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KEY TAKEAWAYS

Our final concpetual round delivered the key components currently being put into production for all new reatil locations: a fully custom modular wardrobe- stlye product display, full-body virtual try on mirrors, private colsultations rooms with flexible, semi-private partitions, and a revolving languge of soft-sloped soffits anxd curved archways atop a neutral, earth-tone pallette.