“Our goal was to build a home for our brand and our consumer. The Wildfang flagship store offers an immersive and engaging experience. We’ve made a big effort to make her time with us fun, interactive, and distinctive,” says Emma McIlroy, CEO.

The design of the store was concepted by Taralyn Thuot, Creative Director at Wildfang. “We were really inspired by our brand values, like being cheeky, bold, and inspirational, and how those traits could come to life in a tangible way. The word tomboy often invokes a sweet nostalgia…so we aimed at taking those playful moments from childhood and making them modern and relevant for her as an adult.”

The space was brought to life thanks to the design and craft of a handful of local artisans. Each fixture and element was designed and produced bespoke for Wildfang, from the plymonds invented and crafted by Spencer Staley at the Good Mod, to the rails and chairs by furniture designer Eric Trine, to the 250 sq ft carving wall build by Flying Hammer and hand carved by artist Mark Searcy. All in all over 10 local designers and artisans were drafted to help translate the vision of the brand into a brick and mortar experience.