Form + Field Designs Retail Spaces for Ayesha Curry
The talented Ayesha Curry, actress, cooking television personality and cookbook author wanted to relaunch her Homemade lifestyle brand with a curated pop-up shop. She chose Oakland's Jack London for her Homemade pop-up shop. Curry collaborated with San Francisco Interior Design firm, Form + Field, to bring this vision to fruition opening for a month in 2019.
Christine Lin, founder and principal designer of Form + Field and her team, helped execute Homemade's first retail space. The purpose of the pop-up was to cultivate an interactive experience with the brand. Form + Field created beautiful installations to display products that function as art pieces themselves. Earth tones used throughout reflect the warmth of Homemade's products and furnishings sourced from partner Cost Plus World Market. The resulting space felt more like stepping into a home than a store.
Lin and Curry are collaborating to create a retail space for Curry's recently launched lifestyle brand, Sweet July, set to be completed this fall. The brand consists of a magazine that was first released this past April and a natural skincare line. Curry's goal for the budding brand is to highlight a black family's lifestyle, which she notes is rarely featured. Her team is primarily black women and is passionate about bringing diverse voices and perspectives to the forefront.
Ayesha Curry’s first Sweet July Cover via Forbes Magazine
Homemade's humble beginning started with strictly meal kits. It has now expanded into a wide array of product categories such as apparel, jewelry, textiles, home decor, and window sill herb gardens. Curry's drive behind the brand was to create beautiful, accessible items that make busy, everyday life a little more manageable and enjoyable.
