The retail industry is ever-evolving, and how one brand measures its success these days is as much about the way the product is presented as the product itself. Ronnie Fieg, owner of Kith, and Alex Mustonen and Daniel Arsham of Snarkitecture, have implemented this vision to positive results.

In episode five of our 16-part Complex Conversations series that took place at our first annual ComplexCon, we shine a light on this topic with a panel discussion appropriately titled, “The Collision of Design, Retail + Fashion,” hosted by Complex’s own Brandon “Jinx” Jenkins.

Fieg, Arsham, and Mustonen highlight their collaborative work together, talk brand identity, and how they emphasize the importance of creating an experience for the customer beyond dropping $150 on a new pair of sneakers. It’s a balancing act; giving people something unique without turning them off. And they’re learning as they go. “It can’t be too intimidating,” Fieg explains. 

They also talk about the design of the Kith Women’s store, and, in particular, the dumbwaiter that’s located right in the center of the space and used to bring up sneakers from the basement stockroom. “We thought of the idea… I was like, ‘What do you mean a tray is going to come from the basement? Of course I want to do it,” Fieg recalls. “We’re testing the boundaries of what we can do.”

Watch our latest episode of Complex Conversations above and be sure to check out previous episodes featuring the likes of Mike Will Made-It, DJ Mustard, Wiz Khalifa, Wale, Vince Staples, and more. Also keep it locked here for more panel discussions as we roll out the rest of the series.