MOD REF NEW YORK CITY | SOHO
OVERVIEW
MULTI-PHASE ACTIVATION (OCT 2024 – JUN 2025) INTRODUCING MOD REF’S MINIMALIST ETHOS TO NEW YORK ACROSS RETAIL AND DIGITAL.
FOLLOWING A SUCCESSFUL 3-MONTH POP-UP, OPENING A PERMANENT NYC STORE BECAME A KEY 2025 MILESTONE—ANCHORING MOD REF IN A MARKET THAT HAD ALREADY SHOWN STRONG TRACTION.
ROLE
LED CREATIVE DIRECTION FOR THE NEW YORK EXPANSION—DEVELOPED THE VISUAL LANGUAGE, SHOOT CONCEPTS, AND STORYTELLING ACROSS CHANNELS.
• OVERSAW THE MARKETING ROLLOUT—INCLUDING CAMPAIGN STRATEGY, EMAIL, SOCIAL, PAID, AND LOOKBOOK INTEGRATION.
The goal was to be finished before we even started—locking the full timeline, vision, and creative direction before the space was ready. Every decision was made early to ensure clarity from build-out to campaign.
Step Two
Develop the interior ethos—an extension of Mod Ref’s brand philosophy.
Brand Philosophy
The space reflects a timeless design approach
Interior choices mirror the quality and simplicity of the garments
Materials express restraint, longevity, and value
Minimalism is used to spotlight the product—not compete with it
Design Language
Clean architectural lines
Natural material palette
Purposeful, functional fixtures
Seamless integration between form and use
Customer Experience
A calm, intentional environment
Clothing is the focus, not the space
Easy to navigate and visually quiet
Subtle, elevated touchpoints throughout
The goal was to create New York–style content that actually felt part of the city—not just dropped in. I didn’t want to mimic what already exists, but instead translate Mod Ref’s calm, neutral lens into something that felt grounded in the pace, texture, and rhythm of NYC. We pulled in everyday references—subways, street corners, Chinatown markets, wheat-paste posters—and filtered them through our world. Everything from styling to layout was about making this feel like a natural extension of Mod Ref, not a campaign trying too hard. It had to look like we belonged.
We wanted the visuals for our New York launch to feel like the store already existed. Like you could step out of the frame and into the space. The goal wasn’t to do a fashion shoot—it was to document a feeling: what Mod Ref looks like when it’s grounded in New York.
We scouted subway stations, midtown waiting areas, and corners that felt lived-in but not overused. The palette stayed neutral—soft, structured pieces moving through the grit and rhythm of the city. Nothing too precious. Just clothes worn in motion, against flickering train lights, mirrored tile, and worn benches.
The opening was all about anchoring ourselves here—this shoot made that visual. It helped define how we show up in New York: not loud, not temporary, but present. Calm against chaos. Quietly built in.
The goal was to create a space that felt quiet on arrival. Warm wood, soft curves, and clean lines—everything intentional, nothing excessive. The New York store isn’t just our first permanent space here—it’s a physical reflection of how we think about design: calm, clear, and built for everyday use.
From the curved shelves to the fitting room sconces, every detail is about slowing things down. It’s minimalist, but not sterile. Edited, but still warm. The store opened in May 2025 as part of our multi-phase NYC rollout—anchoring Mod Ref in a city we’ve long been building toward.
