When designer Jeremiah Brent was approached by David Fishbein and Joseph Miller about their new store called The Optimist, daunting headlines about the state of retail didn’t get in the way of a vision for the men’s boutique. The duo connected with Brent to transform a formerly expansive space into a welcoming and eclectic retail domain that aims to bring internet-shopping ease to real life.
When it came to the interior design, “[the approach is] the same way we’re mixing the fashion—it’s high and low,” Fishbein says. “It’s how you bring all those things together to develop something that has a personality and a sense of style. [Brent] was the master at doing that,” says Fishbein. AD PRO caught up with Brent to hear his take on the project.
“THERE’S THIS NICHE IN MENSWEAR THAT WASN’T BEING FILLED, AND WE DECIDED TO GET INTO THE BUSINESS OURSELVES.”
AD PRO: Did your fashion experience influence your approach to the interiors?
JB: One hundred percent. Fashion is having a hard and strange moment. I wanted to create an environment where everything is shoppable, from the candles to the chairs. People want to connect with what they’re purchasing. [Fishbein and Miller] are interested in crafting a retail experience that feels less literal and more experiential.
AD PRO: What inspired the stepped feature by the entrance?
JB: I was on a trip in Croatia, and all the bars were next to these steps. I liked how personal it was, and multipurpose: It’s a place to come together. Retail is really complicated, and that space had been very transactional. I tried to create some identity in the entrance and create moments [for people to pause]. You can grab a sweater, or when there’s a cocktail party, you can have social interaction.
AD PRO: What elements did you bring into the design to create a distinctive space?
JB: The space is one big room, but I wanted the eye to travel. In each part of the room you’re having a different experience, but collectively it’s connected. With retail, you’re afforded the opportunity to take more risks than you are in residential, when you’re terrified of coming home to it every day. You can create the narrative of who will be there and create an experience around it.
AD PRO: How did you source and collect the vintage elements in the store?
JB: Joel Chen is a friend and I’m a huge fan of JF Chen. The whole idea is having this space that feels well-traveled.
AD PRO: Do you have any personal favorite items sold there?
JB: There are a couple pieces I designed. There’s the daybed. But everything in there I love because I poured over every small detail.