A custom fabrication project blending sport, art, fashion, and retail design.
When 10 x 10 Studios came to us last October, they had an idea for an NFL x Starter event at Art Basel Miami - take vintage Starter jackets and turn them into something unexpected.
The ask: design and fabricate a custom bench using the jackets themselves, to create something that could live at the intersection of sport, art, fashion, and retail experience, that holds its own in a highly curated environment.
Starting with authentic materials
Every element of this project began as a real garment.
Original NFL Starter jackets, each with their own color story, texture, and history, were sourced and brought into our studio. No two pieces were the same.
Working with vintage materials introduces complexity:
Satin finishes reflect light differently across panels
Embroidered logos add weight and dimension
Color tones vary with age and wear
Rather than standardizing the materials, we leaned into their individuality, using everything from the fabric and embroidery to the snaps and zipper pulls throughout the final composition.
Deconstruction as part of the design process
Before anything could be built, everything had to be taken apart.
Each jacket was carefully deconstructed into usable sections. Logos were isolated, panels were separated, and materials were evaluated not just for how they looked, but for how they would perform when reassembled as upholstery.
This stage is where design and fabrication begin to overlap.
Designing the composition
The most critical phase of the project was layout. With a limited amount of jackets, placement would be important.
We approached the bench like a visual field:
Larger logos that had ample material surrounding them anchored key sections and created a “base cloth”
Secondary graphics created movement and filled in awkward base cloth sections
Color blocking established rhythm and flow
Every panel was placed (and replaced) with purpose. The goal was to create something dynamic, but controlled, where the eye moves naturally across the piece.
Custom upholstery and fabrication
Once the layout was finalized, the materials had to be re-engineered for performance.
Vintage garments aren’t designed for furniture. To function as upholstery, each component needed to be reinforced, stabilized, and reconstructed.
Our process included:
Rebuilding panels into a unified upholstery surface
Cutting out embroidered logos and turning them into patches
Reinforcing materials for durability and longevity
Precision stitching and seam alignment
Custom fitting over a wood bench frame
Every seam, edge, and transition was considered.
We wanted to ensure the final piece felt like a piece of art, not just a piece of furniture.
The finished piece
The completed bench sits between categories.
It functions as:
A custom retail display fixture and seating
A one-of-a-kind art piece
A piece of fashion and football history
Because the source materials are original and finite, the piece cannot be replicated. Every detail is tied to the history of the garments it came from.
Installed at Art Basel
Installed as part of the NFL x Starter activation during Art Basel, the bench became a focal point within the space.
In a clean, curated retail environment, it introduced texture, color, and story. It created “a moment”.
Guests recognized teams, logos, and materials. Then they experienced those elements in a completely new form. That moment of recognition and reinterpretation is what drives engagement in physical retail.
Why custom retail displays matter
Most retail fixtures are designed to disappear into the background.
Custom fabrication does the opposite. It creates presence.
A well-designed custom piece:
Anchors the environment
Reinforces brand identity
Encourages interaction and dwell time
Turns a space into an experience
For brands investing in physical retail and activations, these details are essential.
What we do
Circle Visual designs and fabricates custom retail displays, upholstered fixtures, and soft furnishings for:
Retail stores and pop-ups
Brand activations and events
Visual merchandising installations
Hospitality and experiential spaces
Every project is custom built from concept through production, tailored to the brand, the space, and the audience.
Looking to create something custom for your store, event, or brand?