Shea McGee Expands Design Empire with Flagship Store
The Netflix star brings her signature home style to brick-and-mortar retail.
1From digital to physical
After building a successful online furniture business and Netflix design show, Studio McGee debuts its first 7,500 sq ft flagship in Salt Lake City. The space transforms a former Hard Rock Cafe into layered home vignettes featuring McGee Co. products alongside exclusive vintage finds. This marks 'McGee 3.0' - shifting from product sales to experiential retail where customers can interact with designs in three dimensions, bridging the gap between digital inspiration and tactile reality.
2Two-year renovation journey
The McGees spent 24 months converting a comedy club space in Trolley Square, removing blackout window films to reveal light-flooded interiors. The location strategically neighbors Kohler's showroom, one of their key licensing partners. While their 2010s 600 sq ft California pop-up proved too small for furniture retail, this permanent flagship allows proper display of large pieces like the Octavia sectional alongside smaller home accessories - achieving their vision of 'somewhere between big-box and boutique.'
3Designer-led retail experience
Senior Studio McGee designers will host regular sessions with store associates, transferring Shea's exacting standards down to rug placement measurements. Every employee serves as a brand ambassador, trained in McGee's signature styling techniques. The store includes a working kitchen for cooking demos and community events, plus a design services area offering free furniture recommendations - bringing accessible design consultation previously reserved for high-end clients.
4Multi-platform brand building
The McGees' empire spans 4M Instagram followers, Netflix's Dream Home Makeover, Target collaborations, and three design books. Their YouTube channel averages hundreds of thousands of views per video. This retail expansion leverages their existing media presence while addressing online shopping's limitations - particularly for large furniture items where customers crave tactile experience before purchasing.
5Strategic product curation
The flagship showcases McGee Co.'s full line alongside exclusive vintage pieces and curated brands like Match pewter. Shea intentionally displays lesser-known products she believes in, not just top sellers. The mix includes showstopper furniture and smaller grab-and-go items like terracotta pots, creating multiple price entry points while maintaining brand cohesion through consistent styling across all categories from linens to lighting.
6Scaling personal connection
As they plan 3-6 additional locations in two years, the McGees face the challenge of maintaining their brand's relatable warmth at scale. Shea developed a 2-month training program covering minute details like bedding layering techniques to ensure consistency. The store's design services aim to democratize their high-end design principles, allowing broader access to the 'McGee look' without full-service commissions.
7Pre-launch anticipation
During final preparations, passersby constantly tried the locked doors, forcing associates to announce the upcoming opening. The September 25 debut follows a photo shoot that preserved pristine styling - from carefully stacked matches under glass cloches to casually draped throws. Shea spent every day perfecting details to match her vision, acknowledging the soft opening might not stay 'as soft as we're hoping' given visible public interest.
8Personality-driven retail future
The McGees recognize their business hinges on Shea's likable persona and accessible design philosophy. As they expand, every location must balance scalability with the personal touch that built their brand - from training staff as Shea proxies to maintaining design integrity across growing product lines. Their success could redefine how personality-led design brands transition from digital to physical retail spaces.
Original article: Architectural Digest — Shea McGee Expands Design Empire with Flagship Store