For the launch of Focals, a new line of smart glasses, North asked for a scalable that could translate a complex customer journey into a gracious, intuitive experience. was key, as the system had to accommodate a wide range of possible conditions, from flagships to pop-ups to mobile units—all while living up to the beauty and intelligence of the product itself.

Conceived as a , Envelope’s design enables a consistent experience across both the Brooklyn and Toronto flagship showrooms, though each location feels distinct. Prefabricated components are made for - they break down for easy shipping and install in a matter of days, and as North’s needs evolve, they can be rearranged or modified.

Visitors to the Brooklyn showroom move through several distinct environments. A forest of slender steel features loosely fills the front of the space, inviting customers to try on different frame styles and offering the opportunity for an simulation of wearing fully-functioning Focals. Wandering through this zone evokes the excitement of discovery, of both the space and the product.

Upstairs, a collection of freestanding rooms houses the bespoke technology behind Focals’ custom fit. After being sized for their pair, customers move to an ethereal sitting area. Here sheer layers of fabric and mirrored refractions provide a perceptual envelope of privacy as customers test Focals before finalizing their purchase. Like Focals, the design places the customer at the center of the experience, keeping the technology in the background.