Feature is retail brand established in Las Vegas, Nevada in 2010 as a venue where fashion, music and art could co-exist. In 2018, NOVUS was given the opportunity to design the brands second store at the newly constructed Wynn Plaza on the Las Vegas Strip. While the new store would remain true to the roots of Feature, the challenge was to elevate the brand and fit the context of its new premiere location positioning it to compete with the high-end European tenants. The design is a confluence of industrial and chic where everyone has a comfortable shopping experience. The star of the show is the hidden "infinity" shoe tunnel located (intentionally) behind the cash wrap and illuminated merchandise display wall. All millwork display cases are custom designed in collaboration with the owners for specific product. Although industrial in flavor, the 3500K LED lighting and walnut mill work add layers of warmth to the space making a very comfortable retail environment.