Lee Peterson

Lee Peterson may be the only person in the industry whose first job was to replace Les Wexner's mother.

After earning a psychology degree at Northern Illinois University, and spending time at the old Chess King mall-based retail operation in the 1970s (“I loved those platform shoes,” he says), Peterson went to work as the women's dress buyer at The Limited, the job held by Bella Wexner, a former Columbus, Ohio-area dress store owner.

“Clearly, The Limited and its approach to retail during the fast 1980s has had a huge influence on me,” Peterson acknowledges.

Born in Chicago, and still a suffering Cubs fan, Peterson joined Wexner's Columbus operation in 1980. He was there for 11 years before moving to World Record in Columbus for eight years and then to the Chute Gerdeman retail design firm (in Columbus) for four. He joined WD Partners (again, in Columbus) in 2002.

At WD Partners, where he is executive director, design and branding, he leads a group of designers working on branded prototype development for such (largely food service) clients as Carvel, Arby's, Whataburger, Wendy's, Sonny's Real Pit Bar-B-Q, D'Angelo's, Logan's Roadhouse, Benihana and TravelCenters of America. A D'Angelo prototype was named in the “Best of 2005” issue of QSR magazine.

His other clients have included Eddie Bauer, Eckerd Drugstores, Blockbuster Entertainment, Stride Rite, Keds, LensCrafters and Macy's.

Peterson is a member of the VM+SD editorial advisory board. WD Partners will be one of the firms participating in the Design Firm Challenge at the first annual Retail Interiors Expo this month at the Donald E. Stephens Convention Center at O'Hare International Airport.

What's the best part about an industry event returning to Chicago?

Catching a Cubs game on the side.

What was your first design project?

A pair of jeans. We sold over a million pair, so I got to work there another week. That was a long time ago.

What did you learn from that project that you still carry with you today?

That there's a huge difference between commercial design (what consumers react best to) and artistic expression. Good commercial design sells, art you do at home, and never the twixt shall tween.

What's the best advice you ever received?

Les Wexner used to say, “Don't fall in love with your product,” and that still rings true for me. A dog is a dog, admit it and move on to something that works.

The worst?

Same guy used to say, “I never stop to smell the roses, I'm afraid I'll get hit by a truck.” I get that, but I think we've all got to take a break and celebrate our victories when we can.

What's been your most successful/most rewarding project at WD Partners?

Our new design for D'Angelo's [sandwich shop chain]. Results have been off the charts and the partnership has been wonderful. I also enjoy working with Best Buy, but I can't talk about that work, you'll just have to wait and see.

What retail project has most impressed you over the last 12 months?

The entire Whole Foods operation is not only the best food store out there, it's also simply the best retail I've seen in a long, long time. They've managed to capture everything we've talked about in the retail industry over the last 10 years in terms of trends. What an experience!

What was the fashion mistake that still makes you shudder?

Dyed my hair black once – UGH!

What's the best part of your day?

When an associate says, “I've got an idea …”

What's the Number One issue facing retail design in 2006?

Green design. How can we, as designers, start to make a difference in the way spaces are put together and perform? Cost-effectively, of course!