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It all started with Legos.
As a kid inspired by a housing development that cropped up on farmland across from his childhood home in northwest Ohio, Jesse Moyer would design and build houses out of Legos, mimicking what he saw being built in front of him. When the workers weren’t there, he played in the empty, half-built houses, wondering how certain spaces would look when everything was completed.
“I spent a lot of time building houses for pretend Lego families with unlimited budgets. I’d always remodel them, so they were always under construction,” Moyer says, smiling. “It was like, ‘Oh, we’re going to add a bathroom or a bedroom.’”
Studying architecture was a natural progression of his childhood passions. He graduated from Ohio State University in 2006 and started his career at architecture and engineering firm WD Partners, where he made construction documents for retail stores.
After a while, WD Partners contracted him out to a retailer, where Moyer gained exposure to the creative and client sides of the business. Drawn in by the unique intersection of architecture, interior design, graphic design, marketing, operations, and strategy, Moyer realized that retail design was where he needed to be.
“Retail design is so much more than space planning or design of a store,” he says. “It’s an experience for consumers, and there’s a business behind it.”
From there, Moyer spent three years as a store designer for L Brands’ Victoria’s Secret and four years at Gap in roles of increasing responsibility, including as senior manager of Old Navy’s global store design. In each position, he not only honed his business acumen but designed with Louis Sullivan’s axiom in mind: Form follows function.
“It’s not about what I want, but what consumers want—and how our designs can help create a sense of place for them,” he explains. “Early on in your career, you’re thinking, ‘I’m the designer,’ and you’re focused on creating things that look good. Usually, what looks good will work, but not always, and that’s where the function comes in.”
He adds, “Getting consumer feedback before you design something and hearing what the problems are is critical to success. You need to understand the pain points consumers are telling you about and how you can solve them.”
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In 2015, he was ready for a change and wanted more international experience. At Levi Strauss & Co., he has gotten that and more.
“I’ve been all over the world, and I work with teams across the globe,” Moyer says. “It’s fascinating to see the similarities and differences across consumers. It has also been interesting to see how a brand is showing up in economies that are still developing.”
“It’s not about what I want, but what consumers want—and how our designs can help create a sense of place for them.”
Jesse Moyer
Moyer has learned that no matter where they are, consumers want to be in physical spaces and to shop with friends and family. They also respond to good design.
“People want to be enveloped in a nice environment, and they want good service and human interaction,” he says. “That makes me feel good because we’re in the mid (20)20s now, and technology seems like it’s growing at a breakneck pace. However, I do find the continued need for human connection to be inspiring, and it’s something I apply my design sensibility to.”
“Jesse’s passion for the brand shines through in his work, embodying exceptional professionalism,” says David Low, CEO of Futuristic Store Fixtures Pte Ltd. “It has been truly inspiring and humbling to collaborate with him on Levi’s global retail activation. We are excited to continue our partnership with the brand and eager for the growth and learning opportunities ahead alongside Jesse and team.”
Looking back on 20 years in retail design, Moyer is proud of his ability constantly learn and grow at each stage of his development.
“My progression has just been about building on each experience. As a young designer at Victoria’s Secret, it was aspirational for me to see flagship projects being worked on from afar. That fueled my desire to try new companies and get exposure to different things. To now be the head designer on those kinds of projects is really gratifying. It makes me feel like I’ve reached the point I was always trying to get to.”
Moyer has these suggestions for young designers: Follow what you’re interested in. Then, when you identify an interest, get curious and “dig a little deeper.”
“Ask more questions. Don’t be too shy or too timid,” he advises. “You will pick things up, and you will learn. Absorb as much as you can from the opportunities you have.”
And if something isn’t serving you, you have to let it go, the leader urges.
“If you’re getting ‘no’ too many times, it’s not rejection. It’s redirection,” Moyer says. “Try another avenue.”
Futuristic Store Fixtures is a global leader in delivering brand building environments, utilizing value engineering to enhance scalable fabrication and simplify on-site installation processes. Through technically modularized and panelized build, our fixtures are precision-made for easy in-store assembly, significantly reducing the time required to open a new store. This approach not only speeds up the store launch process but also maximizes retail sales opportunities while effectively managing costs. Our innovative methods allow us to reach every corner of the globe without the need for a physical team presence on-site, ensuring consistent quality and efficiency in every delivery.
For over three decades, MBH Architects, an award-winning architecture and design firm headquartered in the San Francisco Bay Area, has been a trusted partner for clients seeking top-tier services in architecture, interior design, master-planning, and environmental graphic and fixture design. MBH is honored to have collaborated with Jesse Moyer and Levi’s on the rollout of multiple concepts, flagship, mainline, and outlet locations, extending to the Dockers and Beyond Yoga brands. MBH’s growing Revit-designed fixture library ensures global consistency in quality and detailing, enabling local procurement while maintaining Levi’s exacting brand standards. MBH values our partnership with Jesse Moyer and Levi’s.
