Retail Interior Design is so near and dear to my heart because it involves working with the business owner in order to translate their brand into a built 3D space that their customers enjoy and make purchases in. I get to know people, their brand, and their work so well which enables me to authentically communicate their brand through interior design.

“As an interior designer, I help clients transform their retail environment in a way that evokes emotion, influences mood and engages the customer more fully in the retail experience as a whole. Retail design is about more than just making one sale. It’s about curating a space where customers return again and again.”
-Tara Miller, owner of The Heartland Interior Design

The space planning (and ultimately the floor plan) is a crucial design element that I love working on because it sets the tone of the retail environment. How the space is laid out invites people into and through the space. Interior design can reinforce a brand identity and greatly impact the customer’s experience with the brand.

Strong relationships equals a strong client base. Brands are already crushing it with a great logo, website and social media presence. Once they make the leap to opening a storefront, my goal is to make sure there’s no disconnect between that brand and their retail environment. Therefore, it’s important to me to engage in meaningful conversation with the business owners about their business and their customers so that we can exceed expectations by delivering a one-of-a-kind space.

One-of-a-kind doesn’t mean top dollar. One-of-a-kind simply means that you aren’t like everyone else and your space shouldn’t be either. It is easy to fall into the latest design trend seen on TV and social media, but we intentionally explore other options that are more in line with your brand and the message you want to convey to your customers. With all of my construction experience and design exposure, I can reveal creative solutions and alternate designs that will last the test of time.

“What sets The Heartland Interior Design apart is our focus on the final cohesive composition and not only the material finishes. My goal is to understand what the client wants to do with their space and not just select some surface-level finishes, but deliver interior design solutions that inspire.”
-Tara Miller, owner of The Heartland Interior Design

This was all kept in the forefront of my mind when I worked with Wax Buffalo on their first brick and mortar space. I started by asking my list of intentional questions to learn what their hopes, dreams, budget and timeline are for the project. Then I dove deep into researching their brand identity and what how customers identify with that brand. I created a conceptual level presentation board to indicate the design direction moving forward.

Conceptual Mood Board created by The Heartland Interior Design using photos from Wax Buffalo’s website, social media and other sources.

Next, I got to work measuring the existing site to create a working floor plan in AutoCAD. This enabled me to explore multiple different ways to lay out the space which influences customer interaction. Once I landed on an optimal floor plan, I focused on the elevation of each wall and what customers would be see. After the basic black and white elevation drawings were approved by Wax Buffalo, I went into Photoshop and added a little bit of color and materiality to breathe life into the drawings. This helps you visualize the space a little better, and think through your options.

STEP 1- Draw the Elevation of the EAST wall using the dimensions from the floor plan made earlier.

STEP 2- Use Photoshop to add materials and finishes to the elevation.

Once the floor plan and elevation drawings were finalized and approved, I moved onto solidifying the FF&E items. What is FF&E you might ask? In the commercial interior design world it means: Furniture Fixtures and Equipment which is a short way to summarize anything that isn’t physically attached to the building. So this is stuff you can take with you like furnishings, rugs, art, plants, décor, removable signage, TVS, computers, window shades, curtains, curtain rods, vending machine, etc…. You get the idea :) Every one of those items is not used in every project, but that list just gives you a general idea. There are TONS more FF&E items that aren’t in that list too.

We found sofas, art and tables that were the correct size and style to fit both the floor plan and the brand aesthetic. Then I worked diligently on designing, dimensioning and fabricating a large custom art piece that is quite a focal point within the space. It highlights an important quote to the Wax Buffalo brand which is “Collaboration over Competition.” Rather than put this up like any old sign, I wanted to bring in some interest by making it three-dimensional and I wanted to make it approachable and inviting by creating it out of fluffy green moss. I used a font developed by the local lettersmith Nic Fred and went to work in AutoCAD making sure the sign would fit just right on the size of wall we were working with. The green of the moss has great contrast against the white wall and I wanted to warm it up by introducing another natural material- leather. I chose the cognac leather because the space needed some natural warmth to anchor the room.

There are multiple important design impact moments throughout the space that reinforce the brand identity. One is the “Collaboration over Competition” moss quote, but another is the “BEAUTIFULLY IMPERFECT” verbiage over a bench near the point of sale counter. I personally love making a bold statement in bathrooms, so instead of investing in fancy custom wallpaper, I suggested they take their readily available black “X” stickers and post them all over one bathroom wall to make a stunning visual impact that is – of course – on brand.

Speaking of simple and affordable solutions: the existing light fixtures were dark purple which is not on brand at all, but lights are expensive to replace. So I suggested using a matte black Rust-Oleum spray paint to freshen up the existing light fixtures rather than replacing them. After ripping up the old carpet, the floor was covered in old carpet glue. I suggested using the extremely affordable (and durable) LVP (laminate vinyl wood plank) for the flooring to bring in another material.

The team at Wax Buffalo is crazy talented and they care so deeply for their customers. I believe that the design of their lovely store reflects that on so many levels. I am thankful that they welcomed me into the design and construction process, and I am so pleased with how their space turned out.

“If you are opening a retail store, I would love to learn more about your brand, your vision and your customers so I can help make your space the space of your dreams.”
-Tara Miller, owner of The Heartland Interior Design

When I heard the incredible news that Julia Mason was going to quit her full time job to follow her dreams, I was immediately inspired. When I found out that her new endeavor involved sprucing up a cute little shop to use as her retail storefront, I quickly offered my interior design services. To my amazement, she graciously accepted and we quickly got to work. I began the process with a secret inspiration board on Pinterest that I curated to fit Julia's aesthetic.

At our first site visit, we discussed ways to freshen up the exterior with some simple paint options. I used Photoshop to show Julia different exterior paint colors and signage options. Julia showed me around the charming little studio and explained how she wanted it to function. She told me that she planned to use the space to display her work, sell her art, and work on current projects. She shared her love for natural wood finishes, her need for display, and that she wanted her art to be the focus of the space. She told me that the main design challenge within the space was how to address the two windows and a door that led to a different part of the building that the landlord owned. She mentioned that when people entered the space, their first comment was, "What is behind these windows and that door?" We did not want this to be the focus of the space. I took measurements of the space to draw a floor plan in CAD and quickly got to work.

I mentioned that we could utilize peg board to fit precisely within the trim of each window and door. Then customers could not see beyond the space, and we could utilize the peg board for product display. I shared my secret Pinterest board with Julia and showed her some bold statement walls that were covered in faux greenery and featured a neon sign hanging the middle of it all. Julia loved this look and utilized it as both a way to cover up the windows, and a way to showcase her work. Brilliant! We also incorporated an encouraging neon sign over the greenery of the second window. It reads, "DO WHAT YOU LOVE." This inspirational quote was spoken by Julia's father and it is a special personal touch within the space.

Julia told me that she wanted a streamlined look. It would be very clean and intentional. I was fully on board! I spoke with Julia about her process and the different types of artwork she produced. It became clear to me that this space would be primarily used in three different ways: to sell "LOCAL" art, to promote her "CUSTOM" capabilities, and to work on projects currently in "PROGRESS." This simple understanding lent itself nicely to signage throughout the space. We achieved this when Julia hand-painted these three words onto separate pieces of wood, and mounted them in pre-selected areas in the studio. This not thoroughly explains how the space is laid out and what Julia is selling, but it also draws our eyes up towards Julia's high ceilings.

" It became clear to me that this space would be primarily used in three different ways: to sell LOCAL art, to promote her CUSTOM capabilities, and to work on projects currently in PROGRESS. "

- TARA MILLER

In order to further connect with her customers, I suggested that we create a "sign in" area where people could put their names and e-mail addresses if they wanted to be kept up to date via Julia's e-mail newsletter. I sketched a simple sign in table made of natural plywood that fit into this little spot next to the stairs. This is a great spot to capture e-mails while customers peruse from the "CUSTOM" to the "LOCAL" display section of Julia's studio. (Check out those adorable totes too!)

The storefront windows flood the space with gorgeous amounts of natural light. I thought this would be the optimal spot for some seating and a little accent table. This snug seating area could be utilized for a one-on-one sit down meeting with a customer to discuss their custom art piece. The seating area lends itself to great conversation while being out of the main circulation paths throughout the space.

Initially, I pulled together a few seating and accent table options for Julia and I to work through. She landed on a stunning duo of pink metal chairs + a ceramic accent table. The accent table came in right away, but the original chairs got delayed for MONTHS. I love perusing through local shops and boutiques and luckily, I had just picked up a gem. This lovely chair was upholstered in a peachy/ pink vinyl and it had intricately carved bamboo wooden legs. It didn't work for the first spot I tried placing it at, but when I brought it to Julia's studio, I knew it was magic. It worked perfectly! HUGE shoutout to the great people at Starts With Vintage for helping me source these amazing pieces. Thank you so much! #supportlocal