Tommy Bahama

Restoring the sand to
an iconic retailer

New store concepts introduce the nuances of Tommy Bahama's approach to understated luxury and explore personal narratives behind the ideal beach retreat.


Tommy Bahama is a lifestyle brand founded on the idea that life is “one long weekend.” Known for its relaxed, sophisticated casual wear and island-inspired cuisine and cocktails, Tommy Bahama tapped MG2 to develop a common design language to connect the customer experience across the brand’s numerous stores, restaurants and bar offerings.

MG2 designed three new unique retail concepts, each one inspired by the authentic spaces a couple might inhabit throughout decades of sun-soaked and salt-water washed getaways. From Iconic Resort, comprised of lush greenery and geometric screens, to Family Retreat, featuring worn-in surfaces reminiscent of a 1960s beach home, to Island Bohemia, an environment rich with unconventional textures and abstract prints, each concept offers the customer layers of tactile experiences to explore.

Equally as important, the comprehensive system of fixturing, materials and merchandising elements devised by MG2 affords Tommy Bahama the benefit of scalability as it seeks to deliver each concept to multiple markets varying in size and programming.