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Oprah Studio Merchandise

Chicago, IL

The unique loft space, with timber beams and brick walls, paired with beautiful finishes and unique texture. The result was a sophisticated retail environment that embodied the brand.


The Oprah Winfrey Show wished to give their studio audience a retail experience where they could select Oprah merchandise, as the show audience was eager for keepsakes and souvenirs' to commemorate their memorable experience. The challenge for this retail environment was to provide a space that could easily accommodate 300 customers at one time and effectively move them through the buying process. To the other extreme, the store needed to service small groups of visitors at non-peak times without the store looking thin and out of stock.

Design Solution

For this unique experience, the “classic O” theme was embraced, characterized by a warm, neutral space with flecks of earthy greens and blues. The environment was an extension of the show with the integration of media presentations, green room pictures, and the feeling of being a part of the show. The goal of the space was to project a tranquil oasis, separate from the hurried pace of urban life. The flexible retail fixtures are constructed of white laminates, warm woods and bronze metals with glass shelving to highlight the uniquely curated product lines. Inspirational Oprah messages and favorite Oprah charities are featured in graphic presentations.