Creating a premium brand experience for an iconic brand

Fender's products are timeless works of art that have been used by some of the most influential artists for the past half century. For the first time since their founding, Fender was looking to revamp their brand experience at all levels of retail. While working as Design Director at Vizwerks, Pamela Hill worked with Fender to create this experience. The flagship sets the tone and direction by adhering to three major goals. First, treat the product as premium works of art by elevating them on dedicated platforms, and a separate gallery space. Second, the Mod Shop was positioned front and center to showcase the elevated experience. Third, digital media and experiences were seamlessly integrated, while maintaining a uniquely analog interface. 

Services
Concept Development, Fixture Design, Environment Design, Space Planning, Renderings