NYC Flagship + Retail Stores
Milk Bar
Role: Designer — In-Store Marketing & Environmental Graphics
Brand: Milk Bar · Christina Tosi
Location: Ace Hotel, NYC and 11+ Locations Nationwide
Opened: November 2019
Overview
Where a bakery became an experience.
When Milk Bar opened its New York City flagship inside the Ace Hotel in November 2019, it wasn't just a new location — it was the brand's most ambitious experiential statement to date. Every corner was designed to pull guests into the world of Milk Bar: interactive, unexpected, and completely on-brand.
As part of the in-house design team, I was responsible for the full scope of in-store marketing design — from environmental graphics and branded signage systems to seasonal menus, print collateral, and branded retail accessories. I also contributed to the art installation elements that brought the space to life, including the neon-lit passageway connecting the Ace Hotel entrance.
What I Delivered
Design work that made
the space speak.
01 - Signage System Design & Production
Designed all in-store signage from concept through production-ready files. Managed vendor relationships and coordinated ordering, proofing, and installation to ensure on-brand, on-time delivery across every touchpoint in the store.
02 - Seasonal Menu Design
Created seasonal menu boards and printed menus for each product launch cycle — balancing Milk Bar's playful brand voice with clear, functional hierarchy across a high-volume retail environment.
03 - Environmental Graphics
Designed branded environmental graphic elements throughout the flagship, extending the visual identity from digital into three-dimensional retail space — ensuring every wall, surface, and fixture felt unmistakably Milk Bar.
04 - Art Installation Contribution
Contributed to the design and physical execution of art installations within the flagship space, including the neon-illuminated passageway from the Ace Hotel — one of the most-photographed elements of the store.
05 - Branded Print Collateral
Designed branded retail accessories and print collateral — including luncheon tray inserts, packaging touchpoints, and stationery — ensuring a cohesive brand experience from the counter to the carry-out bag.
06 - Cross-Functional Collaboration
Worked closely with Creative Director Ursula Viglietta and the broader creative team — coordinating with production vendors, fabricators, and photographers to bring the design vision into physical reality on a tight launch timeline.
The Space
The flagship was designed to pull guests behind the curtain — to feel like they'd stepped inside the bakery itself. From the rotating cake display to the underground ballroom, every detail was considered. These are some of the spaces where my design work lived.
Signature Detail
The neon hallway.
One of the most visually striking elements of the flagship was the secret neon-illuminated entrance from the Ace Hotel — a glowing passageway that signaled to guests they were entering somewhere special. I contributed to the design of this installation, and it became one of the most-photographed moments of the entire store.
It's a reminder that the best in-store design doesn't just communicate — it invites people into a feeling.
Credits
Creative Direction: Christina Tosi, Francesca Wade, Ursula Viglietta
My Role: In-Store Marketing Design, Environmental Graphics, Signage, Art Installation
Additional Design Team: Riley Hooker, Caitlin Bradley
Photography: Megan Madden, Alexis Stanlioff (Eater)
Opened: November 2019 — Ace Hotel, New York City
Press Coverage
Eater NY — Milk Bar Flagship Opens at Ace Hotel Nov 12, 2019
Gothamist — Milk Bar Flagship Opening Day Photos Nov 18, 2019
Time Out NY — A Dessert Lover's Paradise Nov 19, 2019