Every Ace & Tate store featured a unique design, based in the city they are located in. Each store has a unique concept, playing with different colors, shapes and identities. It was a free, experimental way of working, always remaining within the brand guidelines.

Murals and custom neons were combined with the design work of Retail Designers Lili de Goede and Berit Burema, Art Director James Cullen and Creative Director Ruud de Bruin.