STUDIO NOIR

Private · Master Plan · v1.0
STUDIO NOIRMERCHANDISING

STUDIO NOIR · Merchandising

Phase 1: no micro-boutique. Small display tray at the concierge desk for the 3 print-on-demand SKUs.

Phase 2: full 800 sqft micro-boutique adjacent to the café and members’ lounge at the flagship.

1. Phase 1 merchandising

The physical display Phase 1

  • Location: small tray or shelf at the concierge desk
  • Footprint: roughly 2 feet by 1 foot of display space
  • What’s displayed: the 3 print-on-demand SKUs (signature tee, grip aid, members’ tote)
  • Presentation: folded neatly, one or two units of each visible

That’s it. No dedicated retail zone, no boutique fixtures, no display windows.

Phase 1 merchandising rules

  • Refresh cadence: quarterly (Taj rotates what’s featured)
  • Impulse mechanic: members pass the desk every visit; small in-eye-line placement drives incidental purchases
  • No sales presence: concierge doesn’t upsell; only points to the display and takes payment if member asks
  • Payment: through Mariana Tek (integrated with member account) or Stripe standalone

Phase 1 revenue expectation

Small. 5-15 units per month across the 3 SKUs. Monthly revenue: $400-$800 net.

2. Phase 2 micro-boutique (preserved for reference)

Phase 2 flagship gets an 800 sqft dedicated boutique adjacent to the café and members’ lounge, with direct sight line from the front desk.

Phase 2 role of the boutique

The boutique is not a store. It’s physical proof that STUDIO NOIR is a brand, not a gym.

Three jobs:

  1. Convert. Every member walks past it 4 times per week. Impulse + proximity + tier discount = the conversion mechanic.
  2. Merchandise the e-commerce channel. Members touch fabric in-club, then reorder online at 2 AM. In-club is the funnel top for DTC.
  3. Editorialize. The boutique doubles as a photo set. Every drop shoots partially in-club. Visual merchandising is the campaign.

Phase 2 traffic model

  • 500-600 members averaging 2.4 visits per week = 1,200-1,440 boutique passes weekly
  • Target conversion: 6% of passes → transaction
  • Average ticket: $148
  • Weekly revenue from foot traffic: ~$11K-$13K
  • Annualized just from foot traffic: ~$550K-$680K

Before walk-ins and guest passes.

Phase 2 boutique staffing

  • Merchandising Lead (reports to Taj on aesthetic, Trill/CSO on numbers)
  • Boutique-attendant coverage from the concierge team (no dedicated retail associate Phase 2 Y1)
  • Staffing expansion Phase 2 Y2 if boutique grows

Phase 2 boutique product mix

  • STUDIO NOIR apparel (Studio Performance + Recovery + Editorial + Invitational)
  • STUDIO NOIR house personal care line (shampoo, conditioner, body wash — Y2 launch)
  • Third-party curated: candles by boutique makers, ceramics by local artists, small books, wellness objects
  • Recovery: grip aids, compression, small durables from brands aligned with STUDIO NOIR aesthetic
  • STUDIO NOIR branded objects: candles, dust bags, hats, tees

Phase 2 curation

  • Taj’s call, reviewed quarterly
  • No consignment (all product bought outright, priced at retail)
  • No branded merch that reads promotional (no keychains, no oversized-logo water bottles, no logo tote bags)

Phase 2 signage

  • Champagne Gold plate, engraved “The House Shop,” on the oak wall beside the entry
  • No storefront window graphics

Full Phase 2 merchandising strategy rebuilt in 2028 alongside Phase 2 buildout and Merchandising Lead hire.