The Breakwater flagship in Roselle Park, NJ was a five-month journey from concept to final install and one of those projects where the vision and details came together exactly as intended.
 

Working with owners Andrew and Patricia Zaleski, I defined the creative direction and experience from the ground up. I created multiple rounds of concept renderings based on the architectural plans and drawings, establishing a cohesive design language carried throughout the space.
 

Our shared love of surf culture and the East Coast became the North Star. The owners also brought together an incredible collection of material samples and finishes specifically for the project, which became an important part of the inspiration and design process. A warm, coastal-inspired palette brings together wall coverings, paint colors, finishes, wood tones, and tile work, creating a bright, welcoming environment with a strong sense of place.
 

The lobby was designed as the first introduction to Breakwater, with reclaimed driftwood tables and seating creating a relaxed, residential feel. A custom-designed ceramic multi-fixture chandelier hangs above the reception desk. I created two original pieces of artwork specifically for the space: a hemp-wrapped surfboard that anchors the lobby and welcomes guests into the main dispensary, and a 15-foot print framed in natural wood timbers that offsets the dramatic 35-foot ceiling and skylight, creating a strong visual moment at the center of the space.
 

The main dispensary continues the experience with a visual floor plan designed to establish flow and encourage browsing. More than 20 pieces of original art, prints, and books bring the space to life and help tell the Breakwater culture story, while considered visual merchandising and fixturing give the products a natural place within the environment.
 

The front facade extends the experience to the street, incorporating an exploded-sized Breakwater wave icon that wraps the building and gives the flagship a bold, unmistakable presence.

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The result is bright, approachable, and distinctly Breakwater—a retail experience designed to encourage browsing, spark conversation, and invite people to stay, learn, and feel part of the community.

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Five months, a lot of moving parts, and a whole lot of teamwork. We’d say it was worth every detail.