In Conversation with FRAME: Cultural legitimacy as retail’s new currency
Stores as culture platforms, not just brand touchpoints
We’ve recently partnered with FRAME Magazine for a new 'In Conversation' piece with our CEO/CCO Steven Ubsdell, exploring why the next era of physical retail won’t be won by novelty - but by cultural legitimacy.
The core idea is simple: as consumer expectations keep shifting, cultural fluency through the lens of brand authenticity becomes essential. Today’s most successful stores do that by using what only physical can, immersive human spaces that feel rooted in local communities, while amplifying the brand narrative in a way digital can’t replicate. Understanding the world your audience lives in, and designing experiences that feel relevant, credible, and worth returning for.
Read the full conversation on FRAME.
“Reinvention isn't change for change's sake. It's a commitment to making physical retail earn its place, again and again.”
Steven Ubsdell, CEO & Chief Creative Officer