Architect vs Freelance Designer vs Creative Agency for Retail Stores: Who to Hire
Even as online shopping expands, brick-and-mortar stores continue to matter, especially when they support brand experience, customer flow, and day-to-day operations. In fact, the global retail market is projected to grow from about $31 billion in 2025 to nearly $40 billion by 2035, which means brands are still investing heavily in physical spaces that actually work.
If you’re planning a new retail space or updating a leased retail location, if you don’t (yet) have an in-house creative team, you’ll run into a common question early on: who do you want to lead the process?
In retail, this typically comes down to three options: a freelance or in-house designer, a creative agency, or an architect. Each brings different strengths to the table, and understanding these differences helps you make the right choice for your project.
In this article, we'll break down how designers, creative agencies, and architects work in retail, where their roles intersect, and how to decide what kind of leadership your project actually needs.
What Designers, Creative Agencies, and Architects Each Do
Architects and interior designers both contribute to retail design, but their responsibilities are shaped by different training, licensing, and authority.
The Freelance or In-House Designer's Role
Freelance designers and in-house design teams (such as those from millwork companies or furniture manufacturers) focus primarily on the visual and aesthetic elements of retail spaces. Many are self-taught or have backgrounds in commercial design, interior styling, or product design rather than formal training.
Their work typically includes:
Fixture selection and custom millwork design
Material palettes and finishes
Visual merchandising layouts
Display concepts and decorative elements
Color schemes and branding integration
Freelance designers excel at creating visually cohesive retail environments that align with brand identity. They often work closely with vendors and manufacturers to source and specify furniture, fixtures, and equipment (FF&E).
However, their scope is generally limited to elements that don't require structural modifications or building permits. They typically cannot sign off on construction documents or navigate code compliance on their own.
The Creative Agency's Role
Creative agencies bring a more experiential and conceptual approach to retail design. These firms specialize in creating immersive brand experiences and often work on high-profile retail environments, flagship stores, and concept shops.
Creative agencies focus on:
Experiential design concepts that tell brand stories
Innovative spatial experiences and customer journeys
Art installations and interactive elements
Bold, abstract ideas that push boundaries
Brand activation and engagement strategies
Photogenic, social media-worthy environments
These firms excel at visionary thinking and can develop striking concepts that differentiate your store from competitors, often emphasizing the emotional and sensory aspects of retail environments.
Like freelance designers, creative agencies typically don't handle structural engineering, code compliance, or permit drawings. Their strength lies in concept development and creative direction rather than technical execution.
The Architect's Role
Architects focus on how a retail space functions at a foundational level. Their work covers structure, safety, code compliance, and any modifications requiring permits. This includes renovations, layout changes, restroom expansions, and ADA compliance efforts.
In retail projects, architects typically lead floor plan reconfigurations and coordinate with structural, mechanical, and electrical engineers. These decisions influence customer flow, operational efficiency, and long-term performance.
Lighting design often falls under architectural oversight as well. Fixture placement, light levels, and color temperature are coordinated with electrical systems to support product visibility and customer experience while meeting technical requirements.
Perhaps most importantly, architects serve as the central point of coordination, managing communication between contractors, engineers, and consultants to keep the project aligned from early planning through construction.
The Interior Designer's Role
Interior designers concentrate on the visual and experiential aspects of a retail space. Their work includes color palettes, finishes, materials, furnishings, and decorative elements that shape how a store looks and feels.
They translate brand identity into physical design choices that resonate with customers and support the overall shopping experience. Furniture, soft materials, and decorative features typically fall within this scope.
Some layout and space planning decisions are often assumed to fall under interior design, but in retail projects, these decisions frequently affect codes and accessibility and must be handled by an architect.
Where These Roles Intersect
Retail design brings aesthetics and functionality together. Customer flow, brand expression, and operational needs are tightly connected, and most design decisions affect more than one area.
That overlap is why successful retail projects often require collaboration between these professionals.
A creative agency might develop the experiential concept, a designer specifies the fixtures and finishes, and an architect ensures everything can actually be built safely and legally.
Many architecture firms offer interior design services in-house, which allows structure, compliance, and visual design to be developed together instead of in separate silos. However, they may partner with creative agencies for particularly bold or experiential concepts.
What a Freelance or In-House Designer Can Do For a Retail Store
Freelance designers and in-house design teams bring specific skills to retail projects, though their scope has important limitations.
Aesthetic Development
Color schemes, material finishes, and decorative elements are areas where designers excel. They help create visual coherence throughout your store, selecting paint colors, wall treatments, flooring, and decorative accents that reflect your brand identity.
Fixture and Millwork Design
Custom fixture design, display units, checkout counters, and specialized millwork are common designer deliverables. In-house designers from millwork companies can often provide both design and fabrication services in one package.
Furniture and Soft Elements
Seating areas, rugs, window treatments, and similar furnishings fall within the designer's domain. These elements influence how the space looks and feels during daily use.
Display fixtures and merchandise displays are often selected by retail operators themselves, sometimes in collaboration with the design team.
Design Limitations
Designers typically cannot:
Sign and seal construction documents for permit applications
Make structural modifications to the building
Reconfigure layouts that affect egress, occupancy loads, or accessibility
Design or modify mechanical, electrical, or plumbing systems
Serve as the architect of record for code compliance
What a Creative Agency Can Do For a Retail Store
Creative agencies contribute specialized expertise in experiential and conceptual retail design.
Visionary Concept Development
Creative agencies excel at developing bold, differentiated concepts that elevate retail spaces beyond transactional environments. They create experiences that engage customers emotionally and support brand storytelling.
Experiential and Interactive Elements
Art installations, digital displays, interactive technology, sensory design, and Instagrammable moments are all areas where creative agencies shine. They understand how to create spaces that generate buzz and encourage social sharing.
Brand Experience Strategy
These firms help translate brand values into physical experiences. They consider how customers move through space, what they touch and see, and how the environment reinforces brand positioning.
Creative Agency Limitations
Like designers, creative agencies typically cannot:
Execute technical construction documents
Navigate building codes and permit requirements
Coordinate structural or MEP engineering
Serve as the primary contact for contractors during construction
Ensure designs meet accessibility and life safety requirements
Their strength is in vision and concept, not technical execution.
What an Architect Can Do For a Retail Store
Architects bring a comprehensive skill set to retail projects and typically serve as the lead professional coordinating the entire process.
Structural and Layout Work
Site analysis and floor plan development form the foundation of any retail project. Architects evaluate your space's potential, identify constraints, and create layouts that maximize functionality. They handle wall modifications, restroom expansions, stockroom reconfigurations, and storefront redesigns.
Code Compliance and Safety
Every retail space must meet local building codes, fire safety requirements, and ADA accessibility standards. Architects work through these regulations throughout the design process, ensuring your store is legally compliant and safe. This includes fitting room layouts, which involve specific code requirements. Getting these details right from the start prevents costly corrections and keeps your project on schedule.
Engineering Coordination
Large-scale renovations require collaboration with structural, mechanical, and electrical engineers. Architects manage these specialists to ensure your HVAC, plumbing, and electrical systems support your retail environment.
Design Integration
While architects handle the technical and structural foundation, many architecture firms also provide interior design services. This integrated approach means aesthetic decisions and technical requirements are developed together, reducing conflicts and rework.
Retail Considerations That Influence Your Choice
In retail projects, the most important factor is who is leading the design and coordination process. As you plan your project, these considerations help clarify what kind of leadership the work requires:
Project scope. Is this purely aesthetic updates, or does it involve structural changes?
Permit requirement. Will your project require building permits?
Timeline and budget. How complex is the coordination required?
Lease terms, launch schedules, and construction sequencing affect coordination and progress management
Layout decisions tied to safety, accessibility, and operational performance
Inventory movement, back-of-house access, and utility needs
Code requirements, ADA standards, and inspections
Brand goals translated into real buildings with physical and technical limits
Vision complexity. Does your concept require highly experiential or abstract thinking?
Can an Architect Be an Interior Designer?
Yes, in many retail projects, an architect can perform interior design work as part of their role. The difference comes down to training, licensing, and legal authority.
Training and Licensing Differences
Architects complete extensive education in structural systems, building codes, life safety, and design principles. This training allows them to handle interior layouts, finishes, and spatial planning alongside the technical requirements of a building.
Hybrid Capabilities
Many architecture firms include interior designers on staff or employ architects who specialize in both structural planning and interior design. These hybrid teams can manage retail projects from early layout decisions through finish selection without splitting responsibilities across separate firms.
This approach often reduces coordination challenges, limits rework, and keeps design decisions aligned throughout the project.
Partnering with Creative Agencies
For projects requiring bold experiential concepts, architects often partner with creative agencies. The agency develops the visionary concept while the architect handles technical execution, permitting, and construction coordination. This collaborative model leverages each professional's strengths.
So, Who Should You Hire?
Here's a quick way to think through it:
You likely need an architect if your project involves structural changes, new construction, layout reconfigurations, or any code-related work. These projects require permits, safety compliance, and coordination with engineers, all areas that fall under architectural expertise. Architects also serve as the central coordinator who manages the entire project from concept through construction.
You might consider a creative agency if you want a highly experiential, conceptual retail environment that emphasizes brand storytelling and customer engagement. However, you'll still need an architect to execute the vision, handle permitting, and manage construction. Creative agencies work best as concept partners alongside architects, not as replacements.
You might consider a freelance or in-house designer if your needs are limited to updating finishes, selecting colors, designing custom fixtures, or choosing furniture, with no structural changes or permits involved. However, even seemingly simple projects often trigger permit requirements once walls, electrical, or plumbing are involved.
The assumption that designers or creative agencies offer more creativity or aesthetic expertise than architects isn't always accurate. Many architecture firms provide comprehensive design services that include both technical expertise and strong aesthetic vision.
Working with an architect who offers comprehensive design services (or partners with creative agencies when needed) often delivers better results and smoother project management. This approach helps prevent costly revisions and supports a cohesive, high-performing store that serves your customers and your brand.
Ready to Start Your Retail Project?
Planning a retail space involves many moving parts. Layout, permits, finishes, and coordination all need to work together.
Working with a firm like Erin Morris, which can manage both planning and interior design, simplifies the process. It creates a single point of responsibility and keeps decisions consistent from early planning through construction.
If you’re preparing for a new retail location or updating an existing space, connect with us for a personal introductory call to discuss your vision and explore working together.
