Welcome to the Wayborhood

STEP INTO BOSTON-BASED home goods retailer Wayfair’s first full-line store at Edens Plaza in Wilmette, Ill., and you’re greeted by a supersized, two-story shelving unit packed with Wayfair’s signature flair: Vibrant furniture, neatly stacked towels and a life-sized dollhouse whimsy. This display sets the tone for the playful, polished shopping experience inside, which is the brand’s first physical store that isn’t an outlet.

Whimsy awaits shoppers who enter Wayfair’s Edens Plaza store where bright colors and an airy aesthetic set the mood.

Transforming a pre-existing structure into a dynamic, customer-centric space, architects JT Magen (New York) and designers from Gensler (San Francisco) faced the challenge of reimagining the shopping experience while respecting the site’s architectural history. JT Magen tackled a full gut renovation, turning three aging retail suites into a new outdoor plaza while an active shopping complex bustled around them. To ensure shoppers never miss a sale, “we created a glass-enclosed three-story atrium to hold a 20-by-20-foot digital display, serving as a digital concierge,” says Colum Quirke, Project Manager at JT Magen.

Inside, the real adventure begins in “The Wayborhood.” This retail space is laid out like a miniature city, with 19 “neighborhoods” to explore. Joshua Robinson, Project Architect at Gensler, likens it to city planning, allowing customers to linger in some areas while speeding through others. Whether customers are hunting for the perfect throw pillow or just grabbing a lamp, they can explore at their own pace.

Wayfair’s first physical store provides immersive experiences for shoppers throughout, such as “The Dream Center” for testing mattresses and the “Design Studio” for picking fabric samples.

This store embraces immersive experiences, like the “Design Studio” for mixing and matching fabric samples and “The Dream Center,” a cozy nook for testing mattresses. These features are designed to create a tactile connection between shoppers and products, encouraging them to find what fits their style.

The vibe makes customers feel right at home. It’s playful, warm and inviting, characterized by wood tones, abundant natural light and pops of Wayfair’s signature purple. “We aimed to evoke feelings of being welcomed and connected, creating a personalized experience,” says Wilson Diaz, Gensler’s Design Director. The centerpiece atrium, with its millwork-clad walls, skylight and multi-story display, lends a sense of openness and discovery.

There’s substance behind the style, too. Sustainability played a big role in the design, with the team choosing eco-friendly materials and reusing parts of the existing structure. “We worked hard to minimize the carbon footprint,” says Diaz. Even the exterior got an upgrade, with a terracotta rain screen in Wayfair’s trademark purple, making the building pop against Edens Plaza’s more traditional facade.

With its thoughtful blend of functionality, aesthetics and customer-centric design, Wayfair’s Wilmette store offers more than a shopping trip. It’s a place where practicality meets personality and customers can discover their next home makeover one cozy corner at a time.

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PHOTOS: WAYFAIR