Founder, Creative Director, BASE USA INC and BASE PROJECT LLC

A self-described ‘hunter-gatherer’, retail guru Steven Giles, has made a life’s work from observing and artfully editing prevailing culture in an ongoing effort to offer the new, the unseen, and even the familiar in fresh and updated terms. He is also keenly aware, and engaged by the various components of retailing - particularly within unexpected and ‘niche’ settings - which he believes present considerable, often untapped, opportunities for revenue generation.

For Steven, retail is a credible conversation on an expanded scale, one where tangible sensory experiences trade in not only salable commodities but perhaps more critically, the subtle, enduring marketing of stories and memories.

Hailing from London but equally at home in New York, LA, and Miami, Steven has been involved in all aspects of design, branding and retail for the past 3 decades, creating diverse store concepts in all three cities. The recipient of numerous awards and press accolades (Wallpaper, The Financial Times, The New York Times, GQ, Travel and Leisure and Ocean Drive to name but a few), most notably for his creative work with BASE - itself an award-winning retail concept - but also more recently for his active consulting company BASE PROJECT LLC.

He is credited with being one of the early forerunners of what has become known as ‘lifestyle’ retailing...a highly curated, story-driven driven exchange that blurs the boundaries between art and commerce.

The company’s flagship store on Lincoln Road, South Beach, BASE SUPERSTORE - now in its 21st year - is recognized as a pioneer in every sense and is considered something of a local institution, forming alliances with some of the world’s leading brands, and fostering and incubating emergent talent.

At the request of Ian Schrager and Morgans Hotel Group, Steven, created the company’s first hotel store at the notable DELANO, South Beach, over eight years ago. It has continued to thrive through diverse business climates consistently generating sales in excess of $2,000’s per square foot.

Continuing to expand on his work within the hospitality industry, Steven, has developed many highly functional components including revisiting a life-size vending machine for Morgans Hotel Group which saw a 7,000% increase in returns during it’s first month of operations. He also created an innovative approach to traditional in-room minibars, a ‘Shop Box’ that was deliberately designed and curated to cater to the carefully considered needs of guests, and also to surprise with unique and unusual items and ‘finds’ all of which delivered excellent returns for the hotel. 

Based on the success of the DELANO store BASE was invited by ISC (Ian Schrager Company) and the then newly minted EDITION brand to create the company store for the their first venture in Waikiki and to advise on and develop in-room branded products, including a highly regarded compilation music CD. Whilst operational the EDITION store at The Waikiki EDITION enjoyed sales commensurate with those of DELANO hotel with gross margins in the 65% percentile

Since then BASE PROJECT has developed LIMITED EDITION, a fully fledged and highly successful store for the Miami EDITION and has oversight on all future retail projects for the EDITION brand. LIMITED EDITION quadrupled sales projections for the first year of operations.

The company’s accomplishments have included creating purpose built stores, branded compilation music albums, custom scents, in-room amenities and mini-bars for groups such as EDITION, The Morgans Hotel Group and Public Hotels, and in 2015, the General Store, that opened to much acclaim on Fire Island Pines.

As of December 2015, BASE SUPERSTORE is celebrating special instore collaborations - under the creative direction of Steven - with Mr Somebody + Mr Nobody, an iconic brand from South Africa, MASSIVE, BLAMO + Heathen, and the celebrated work of M. Cohen and Luis Morais.

For further information on BASE and BASE PROJECT, please contact Steven Giles directly at



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