Rachael Ray’s Airstream Trailer Turned Boho-Modern Retail Space
Created to celebrate the 11th anniversary of the Feedback food and music festival and South by Southwest, Rachael Ray’s pop-up boutique, Moxie Shop, was designed to showcase her love of fashion and style.
Kartwheel was tapped in by New York agency The Door to bring the project to life. Provided with an idea, a love of Rachael Ray, and an admiration for her boho-Austin aesthetic, Kartwheel executed a pop-up retail space that seamlessly communicated the Moxie Shop brand vision.
Created inside a classic Airstream trailer, Moxie Shop carried new and vintage clothing, accessories, and decor inspired by Ray’s bohemian style and her love of all-things Austin. From initial concept to interior and exterior design, construction, and buildout, Kartwheel was provided a blank canvas and allowed the freedom to create a one-of-a-kind mobile retail space that integrated seamlessly with SXSW festival surroundings.
The process involved finding a vintage trailer that would provide a bohemian, adventurous feel but could easily be updated. Kartwheel sourced the trailer and turned one of its sides into a glass wall complete with custom signage for a uniquely modern storefront which allows customers to easily see inside the trailer and preview the merchandise. Separate entry and exit doors were also added to the trailer to allow customers to easily enter and exit the store and provided a natural retail flow without dead space.
The challenge of this project involved creating the feel of a high-end retail boutique in a confined mobile setting. By building out a unique environment that maximized the use of space and incorporated must-have retail elements like adjustable shelves, flattering lighting and versatile leather hooks used to hold racks and merchandise or be stored, Kartwheel created an ideal retail atmosphere within the specific space and design constraints of a vintage trailer.
Moxie Shop was finished with boho-modern home decor and luxurious details like sumptuous velvet curtains that gave the space a luxury feel. Ray’s vintage and modern wares were the finishing touch.