NEW EWE: Two Stores, One Vision

In celebration of our 10-year milestone, we partnered with the brilliant Adi Goodrich to reimagine Framed Ewe’s spaces in both Phoenix and Los Angeles. Adi’s designs bring a playful yet timeless aesthetic to our stores, blending bespoke furniture, bold materials, and a touch of Art Deco inspiration. Her thoughtful redesigns include not only our interiors but also a refreshed wordmark and logo, giving Framed Ewe a bold new look that honors our roots while looking to the future.

The Los Feliz Makeover


Our journey with Adi began in Los Feliz in 2023, when she transformed our LA store's facade. The result? A striking eyeglass-shaped window display, a porcelain-tiled facade in olive green, and a completely reimagined brand identity. Inspired by the building’s Art Deco architecture and the unique shapes of eyewear, Adi used rounded forms and timeless materials to create a standout design that put us on the map in a whole new way.

Phoenix Gets a Glow Up

Encouraged by the success in Los Feliz, we invited Adi to tackle a full redesign of our Phoenix flagship—and she delivered. From the eye-catching black-and-cream checkerboard exterior to the inviting cherry wood tones and playful terrazzo accents inside, the space is a perfect blend of history and unexpected modernity. Highlights include a 16-foot acidic violet upholstered fitting station and a 25-foot wooden dimensional mural designed by Adi herself.

Craftsmanship Meets Collaboration

Adi’s vision wouldn’t have been possible without a stellar team of collaborators. From Concrete Collaborative’s terrazzo countertops to Zia Tile’s Wild Fig accents, every detail reflects a commitment to artistry and materiality. Illustrator Clay Hickson also contributed a hand-drawn logo and wordmark that adds a touch of whimsy to our brand.

Press

The Phoenix flagship store stands as a testament to Goodrich’s creative vision, featuring a striking black-and-cream checkerboard storefront that pays homage to the Art Deco era.

Inside, the store is imbued with orange, pink, and purple materials that complement the warm tones of cherry wood paneling and shelves. A waiting area is wrapped in pink tiles and features a large seat topped with an 'acidic violet' upholstered cushion.

The crown jewel of this design evolution is the newly revamped Phoenix flagship store, a space that expertly marries architectural creativity with functional sophistication.

About Adi Goodrich

Adi Goodrich is a Los Angeles-based designer known for her innovative interiors, large-scale set designs, and art installations. Raised in her father’s woodshop, she developed an early passion for materiality and craftsmanship. With a background in painting from the School of the Art Institute of Chicago and La Sorbonne, Adi combines art and architecture to create thoughtful, playful spaces.

Her work for brands like Target, Google, and Anthropologie has earned her spots on Sight Unseen’s American Design Hotlist and Dwell’s Emerging Designers list, along with features in Architectural Digest and The Wall Street Journal.

Our stores

Locations & hours

5538 N. 7TH ST PHOENIX, AZ 85018

MON - SAT: 10am - 5pm

SUN: Closed

Eye Exams are offered at this location.

2068 HILLHURST AVE, LOS ANGELES, CA 90027

TUES - SAT: 10am - 5pm

SUN: 10am - 4pm

MON: Closed