Rena Zurofsky offers comprehensive retail planning for new and existing operations. Planning includes store vision, strategy, budgets, staffing, product recommendations, brand review, and design concepts.
Rena Zurofsky has strategized, designed, and helped to implement shops for museums and performing arts centers engaged in new building, including ICA Boston, and the Kauffman Center for the Performing Arts; renovation projects, such as the Juilliard School and Ellis Island; and expansion projects, like the Detroit Institute of Arts.
Rena includes design description as part of the initial plan. Once that plan has been approved, she is then engaged to work with either well-regarded designers she recommends, or with the architects and designers the museum has already selected, through design and installation.
Rena Zurofsky is known for working well with retail managers, mentoring them towards achieving plan goals of style, quality, brand identity, product lines, service and revenue.
When requested, she works with the institution to identify, interview and hire new retail managers.
For institutions with limited budgets for change, or with stores that are surviving but just not thriving, Rena Zurofsky will provide reviews or “audits,” with commentary on existing merchandise, display, and layout, with suggestions for staff implementation. Clients include the Museum of African American History, Boston, the Studio Museum of Harlem, NYC, and the Yiddish Book Center, Amherst.