Warby Parker has redesigned its flagship SoHo store on Greene Street into a gallery-like retail space featuring custom art installations by illustrators such as Geoff McFetridge and Andy Rementer. The project reflects the eyewear brand’s evolution toward immersive, art-driven retail experiences that merge storytelling, design, and community engagement. The redesign maintains the brand’s literary roots while positioning the store as a creative destination within New York’s cultural landscape.
The Brand Identity interviews Danny Miller of New York-based design studio High Tide about the agency’s origins, evolution, and approach to branding. Miller discusses projects for clients such as Dig Inn, Sweet Whistle, and Warby Parker, highlighting the studio’s focus on meaningful design, tactile materials, and collaborative processes. The conversation also touches on the inspiration drawn from New York City and the studio’s growth into a multi-disciplinary team.
