Cast Jewelry
The Challenge
Industry-disrupting jewelry brand Cast approached our team to design their first-ever in-person retail experience. The goal: break away from the traditional high-end jewelry store format that feel uninviting and stuffy. We needed to create a space that felt immersive, engaging, and discovery-driven.
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Brand Storytelling & Spatial Concepting.
Fixture & Display Concepting.
Environmental Graphics & Material Direction.
Visual Merchandising Strategy.
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Studio Butch + Grow Marketing.
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Pop-up experience → Full Flagship
The Solution
We set out to create a high-impact, flexible pop-up that could seamlessly integrate into retailers and other spaces. As a team, we concepted "The Vessel"—a bold yet refined structure inspired by Cast’s packaging. Designed as both a statement piece and functional display, it featured a monochrome brand pattern, geometric merchandising, and an unexpected, disruptive presence in the market.
Its success quickly led to an expanded scope, evolving into a full flagship store. The creative direction for fixturing took shape through a strong focus on visual storytelling and brand integration, ensuring every element felt intentional. Environmental graphics played a key role, with spinner walls merging product and narrative, discoverable drawers revealing collection stories, and brand patterns woven into fixtures for a seamless, immersive experience.
The Impact
What started as a small-scale activation quickly proved its value. The concept resonated so strongly with stakeholders that it secured buy-in for a permanent flagship store. Upon launch, the space was met with widespread acclaim, driving expansion into two additional flagship locations and a nationwide fleet of shop-in-shops at Nordstrom (shown in image to the left). This success cemented Cast’s retail presence and demonstrated the power of immersive, story-driven design.
(a peak behind the curtain)
Mood board for our modular geometric wall display—blending elegant museum motifs with a sense of preciousness, curiosity, and exploration.
Evolving elevations—developing a three-part modular system: an open cabinet for flexibility, an interactive spinner display encouraging touch-and-feel, and a curio-style cabinet for structured display and storytelling. Complete with initial ideas for how display/storytelling can come to life within.
Final Production—our vision remained intact, featuring the Curio Cabinet display with a hidden storytelling drawer, an interactive spinner wall, and more.
Initial VM direction balanced organic materials with geometric peekaboos.
Collaborated with 3D design to implement our VM direction—sourcing organic sculptures to interact with product, balancing refined displays with bold pattern moments for a youthful edge.
Staying true to the vision, we used refined yet bold shapes to highlight the product without overpowering it.
Initial mood for 'The Vessel' concept—a compact fixture designed to pop up in various locations, serving as a beacon that spotlighted the product, inspired by Cast’s iconic packaging.
The execution blends bold geometry from the wall display and VM, creating an elegant, sophisticated, and eye-catching design.