FRERE International is a new luxury menswear brand created by the namesake Creative director and designer Davidson Petite-Frere and CEO Francois Kress. This first flagship on Wooster Street between Prince and Houston in Soho was launched in November 2024.

From the first site visit and initial meeting with Davidson and Francois, through conceptual design, documents and construction, store was opened in nine months. The store is on two levels, comprising 4,500 ft2. The ground floor has the main sales room and the made-to-measure room with a central bar and VIP fitting room and bathroom. The lower level house the stockroom and tailor workroom. Full scope of services for this client included all aspects of design, project and financial management, sourcing and purchasing to execute the new vision for the brand environment.

This project was my third collaboration with Francois Kress, who hired me to work with the Olsen twins luxury brand THE ROW, and then also at STUART WEITZMAN, the luxury footwear brand.

A concept store design that I named ROGUE, I sketched this concept of a more versatile, flexible and engaging selling environment. Facade and fixturing are designed as modular are detailed to be disassembled and reconfigured over a weekend, for a new look at low cost. The facade signage on the fascia is welcoming and engaging when activated with AR to display the customers name as collaborator with the brand. Sales area is an exploration, and the stock room to the rear is visible and functions as it’s own form of display. Staff are in costumes, to bring a more overt performing aspect to interaction with customers.

Exploration of these ideas came about in a discussion with consulant Adam Reiter who questioned “what do retailers get wrong about stores?” I wanted to address excessive CapEx investment, disengaged staff, static environments, lack of flexibility and cost of updating enviroments. This “ROGUE X Adam Reiter” concept design was the result.

COACH Queens Road Central, Hong Kong

COACH Madison & 57th Street

COACH Rodeo Drive

COACH Nagoya, Japan

COACH Ginza- original store design 2001

Tokyo Ginza renovation 2005

COACH Tokyo Shinjuku

COACH Kobe, Japan

COACH Marunouchi

COACH Kuala Lumper, Malaysia

COACH Istinye Park

COACH Shinsegae Cheongdam

COACH Honu Waikiki Beach

COACH Shorthills, NJ

COACH King of Prussia, PA

COACH Tysons Corner VA

COACH Bleecker Street, New York

COACH East Hampton, NY

COACH Bloomingdales 59th Street

COACH Bloomingdales Union Square

COACH Factory Riverhead, NY

COACH Macon, GA

COACH Corporate Headquarter Roof Deck

THE ROW Harrods, London

THE ROW Saks Prudential Center

THE ROW Neiman Marcus 

THE ROW Printemps

A collaborative design with Zaha Hadid Architects, this small boutique is located on Via Condotti. Due to the narrowness of the store, and the tight install time frame, the entire architecture of the shop was fabricated and assembled offsite before being fit in place and completed.

Worked with Zaha Hadid Architects from London on this petite, avant-guarde and highly productive boutique at Harbour City, Hong Kong.

Prototype Flagship for Stuart Weitzman at the Forum Shops at Caesars Palace, Las Vegas, NV.

Flagship prototype store for Stuart Weitzman in Costa Mesa, CA.

Prototype store for Stuart Weitzman in the University Town Center Mall, Sarasota, FL.

Stuart Weitzman shop-in-shop.

Stuart Weitzman boutique store in a 19th century renovated building on Calle de Jorge Juan, Madrid Spain.

A new concept for the American bookseller, with a more modern open plan, open shelving that fosters views, and an updated Starbucks cafe.