When Burrow—an innovative home furnishings brand part of the new direct-to-consumer retail movement—sought to follow up on the success of two pop-up shops with permanent flagship locations in New York and Boston, the design of these spaces hinged on a central question: How could these new flagships transform a successful online retailer into a lively, exciting lifestyle brand shoppers would now have the opportunity to interact with in-person?
Partnering with MG2 / The Lionesque Group, the teams collaborated on store design, site evaluation, and project management to bring to life Burrow House: immersive, multi-faceted, award-winning retail environments designed to grow with the company’s product line and tell the brand’s story in an experiential way.
Designed to showcase what life would be like with their furniture, Burrow House illustrates vignettes from the smallest city studio apartments to sweeping suburban family rooms. They flow from one space to the next, curating distinct narratives that offer fully shoppable bed and living room experiences. Each Burrow House location is unique, individually scouted, selected, and modularly curated by designers to best represent the brand to its target demographic in each given neighborhood.
Sustainably sourced materials reflect an inviting and familiar, mid-century style within a refined atmosphere using temperate woods and warm paint colors. And, like their award-winning furniture, the store design is flexible and modular, allowing for the continued evolution of their interiors to align with seasons, design trends, new collections, and blossoming partnerships with other DTC brands.
With locations in New York and Boston, and more on the way across the country, Burrow House is a memorable retail experience that emboldens one to redesign their living spaces far beyond a single purchase of a new couch.