Retail Concept & Prototype
Scalable brand environments designed for multi-site execution, with organized coordination from prototype through national expansion
a trusted partner to brands since 1995.
Heitler Houstoun Architects provides retail architecture, branded environment concepts and rollout services for brands that need a strategic partner to design, prototype, and execute across multiple locations.
What We Focus On
At Heitler Houstoun Architects, retail design is about creating brand environments that scale efficiently while maintaining design integrity. We work with wellness, fitness, beauty, and apparel brands that are expanding from online to brick-and-mortar or scaling from a single location to a national presence.
Whether you’re launching a single boutique fitness concept, rolling out a beauty brand regionally, or expanding an apparel retail footprint nationwide, we provide full-service architecture from concept design through construction coordination at every site. Our approach integrates design, documentation, and multi-site project management into a single, accountable process.
years of expertise.
+
brands supported.
+
states worked in.
Common problems we solve
Fixture Design & Millwork Coordination
Custom fixtures and signature brand elements require coordination between designers, fabricators, and contractors. We manage those relationships directly.
Permitting & Landlord Approvals
Each location brings unique zoning requirements, landlord criteria, and jurisdictional reviews. We navigate those approvals while keeping rollout schedules on track.
Prototype Concepts That Don’t Scale
Initial designs often fail when applied across different sites, landlords, and building codes. We design prototypes that adapt without losing brand identity.
Internal Team Support
Retail brands expanding rapidly don’t have the capacity to manage various architects, consultants and vendors across multiple cities. We help absorb that operational complexity.
Multi-Site Execution
Without clear documentation and strong project management, brand standards erode as rollout progresses. We maintain consistency through detailed systems.
How we work with you
01
Brand Discovery & Concept Development
We begin by understanding your brand identity, customer experience goals, and operational requirements. This informs the concept prototype design and ensures scalability from the start.
02
Prototype Design & Fixture Development
We create detailed architectural drawings, fixture designs, and material specifications for the prototype location. Custom fixtures and signature brand elements are developed with fabrication and installation logistics in mind.
03
Brand Manual & Documentation
Comprehensive architectural standards, fixture details, and material specifications are documented in a brand manual that guides all future locations. This ensures consistency and speeds approvals.
04
National Rollout & Multi-Site Coordination
Our team coordinates with permit expeditors and general contractors across all locations. Our project management approach includes contractor coordination, schedule oversight, and ensuring the brand standards are implemented consistently.
Why clients choose Heitler Houstoun Architects
Most retail architecture firms focus only on design. At Heitler Houstoun Architects, we stay engaged through construction at every location. Our full-service approach includes concept prototype development, fixture design, brand manual creation, approvals coordination, and multi-site project management.
Clients value our organized execution, proactive communication, and ability to maintain brand standards across national rollout programs. We’ve completed over 160 locations for Drybar and 60+ for Vuori, demonstrating our capacity to deliver at scale.
Concept Prototype & Fixture Design
The concept prototype establishes the foundation for all future locations. We design the spatial layout, customer and operational flows, and the brand environment, integrating architectural materials, fixture selection, and millwork details that define the brand experience. Prototype development includes coordination with MEP engineers, structural consultants and local permitting authorities.
Custom Fixture & Signature Brand Element Design
Signature brand elements differentiate your stores and create memorable customer experiences. We design custom fixtures, feature walls, and architectural details that become repeatable brand assets. Design documentation includes detailed drawings for coordination with fabricators, material specifications, and thoughtful consideration of installation sequences and modularity that streamlines production and construction.
Architectural Materials, Fixture Selection & Millwork
Material consistency across locations requires careful selection, sourcing, and documentation. We specify finishes, fixtures, and millwork that balance aesthetic goals with durability, availability, and budget. Our specifications include approved substitutions and supplier contacts to prevent delays during rollout.
National Rollout & Multi-Site Execution
Scaling from prototype to national presence requires coordinated project management across multiple markets. We handle site-specific adaptations, permitting submissions, contractor coordination, and construction administration at each location. Our rollout process maintains brand standards while accommodating local building codes and landlord requirements.
Brand Manual & Franchise Support
The brand manual serves as the architectural reference for all locations, including floor plan standards, fixture details, finish schedules, key brand moments, storefronts and construction specifications. For franchise programs, the manual provides franchisees and their local architects with clear guidelines that protect brand consistency while allowing site-specific flexibility.
Apparel & Softlines Retail
Apparel and softlines retail architecture focuses on merchandise display, customer circulation, and flexible fixtures that adapt to seasonal product changes. We design stores that balance brand identity with operational efficiency, including back-of-house storage, fitting rooms, and point-of-sale placement.
Boutique Fitness & Wellness
Boutique fitness and wellness concepts require specialized planning around equipment, circulation, locker rooms, and customer experience flow. We design studios and wellness facilities that support operational needs while creating environments that align with brand positioning and customer expectations.
Beauty
Beauty retail architecture integrates service areas, product display, lighting design, and customer experience planning. We design spaces for beauty brands expanding into brick-and-mortar retail, balancing treatment areas with retail merchandising and creating environments that support both service and sales.
Featured retail projects
Questions we often get
Do you work with brands on a single location?
Yes. We create an immersive brand experience for clients whether the brand goals are to launch a single location or if they are looking to scale.
Can you coordinate with our existing contractors and consultants?
Absolutely. We collaborate with general contractors, MEP engineers, and other consultants you’ve already engaged, or we can recommend trusted partners.
How do you handle different building codes across markets?
We adapt the prototype design to meet local code requirements while maintaining brand standards. Our documentation includes code analysis and approved variations for different jurisdictions.
What’s included in project management for multi-site rollout?
We coordinate permitting, contractor bidding, construction schedules and final approvals at each location. You maintain one point of contact throughout.
