Framed Ewe Gets a Playful Makeover for Its 10-Year Milestone
Reimagined by designer Adi Goodrich.
Celebrating its 10th anniversary, high-end eyewear retailer Framed Ewe has partnered with acclaimed designer Adi Goodrich to reimagine its brand identity and retail spaces. The collaboration began in 2023 when owner Christy Kimball first enlisted Goodrich to redesign the Los Angeles store, sparking a transformative design journey that would ultimately reshape the brand’s physical presence.
The Phoenix flagship store stands as a testament to Goodrich’s creative vision, featuring a striking black-and-cream checkerboard storefront that pays homage to the Art Deco era. Inside, the space exudes warmth and sophistication through carefully curated cherry wood tones, refined terrazzo accents and vibrant design elements. The 16-foot acidic violet fitting station is a standout feature, dramatically complemented by terrazzo countertops and an expansive 25-foot custom wooden mural.
“My goal was to honor Framed Ewe’s history while making the spaces feel unexpected and inviting,” Goodrich explained. Her meticulous material selection and bold color choices eloquently communicate the brand’s dedication to quality and individual expression. By creating an environment that defies traditional retail expectations, Goodrich has transformed the store into a unique destination for eyewear exploration.
