MAD STYLE

Northtown Mall | St. Paul MN

Mannequin and clothing display in front of a custom graphic wall at the Mad Style retail store.

The Creative Brief

Mad Style is rooted in individuality—an urban fashion destination for customers who gravitate toward bold expression and one-of-a-kind style. The goal was to create a space that felt cool, current, and a little gritty, while still maintaining a sense of cohesion and intention throughout. The challenge was to capture that raw, expressive energy without letting the space feel chaotic—creating an environment that could support a wide range of product while still feeling grounded and unified.

The Results

We introduced a custom graphic language built from the brand itself, layering letterforms from “Mad Style” into hand-painted, graffiti-inspired wall installations. The result feels expressive and urban, with enough refinement to stay elevated and intentional. A black-and-white foundation anchors the space and creates contrast against the bold merchandise, allowing the product to take center stage while the environment adds depth and texture. Throughout the store, energy and restraint work together to create a space that feels immersive, cohesive, and distinctly on-brand.

Before & After

Initial retail interior view of Mad Style in St. Paul MN before commercial design. Shows mannequins, display cases, and early merchandise setup.
Redesigned Mad Style retail interior by West Design Minneapolis. Features a custom black and white graphic wall installation and a curated selection of urban apparel for an elevated shopping experience.
After retail design: The transformed Mad Style store interior showcasing a custom black-and-white graffiti wall installation, white mannequins, and curated urban fashion.
Initial retail interior view of the Mad Style clothing store before commercial redesign.

The Final Walkthrough

  • Wide interior view of the Mad Style retail store, showcasing urban fashion apparel, styled mannequins, and glass display cases.
  • Retail clothing display at Mad Style featuring a red puffer jacket, denim, and graphic tees hanging against a custom black-and-white graffiti-style accent wall.
  • Merchandising display of handbags and purses on white floating shelves against a custom black typographic wall inside the Mad Style store.
  • Retail merchandising display at Mad Style featuring a dressed mannequin standing behind a glass partition detailed with white typography.
  • Wide interior view of the Mad Style store featuring a product display table with colorful boots and accessories in front of a custom black-and-white graffiti typography accent wall.
  • Close-up retail display featuring a mannequin in a bright yellow top against the custom hand-painted black and white Mad Style typographic wall mural.
Previous

Renaissance The Brand
Next

Cheryse's