At the table

No titles. Just the people the problem needs.

Every Mission gets the specialists its problem needs, named before you sign. Your people sit at the table with us, so what we build is theirs the day we leave.

James Andrew Smith

Editor. Conductor. Jack of all trades.

At every table, from the first call to Day 90.

James Andrew Smith

More than two hundred stores, no two alike.

James sits at every table, from the first call to Day 90. He came to the work from fashion, by way of Milan and London. At URBN he built the design studio behind Urban Outfitters, Anthropologie and Free People, where the catalog, the website and the store were the marketing.

James Andrew Smith, portrait in black and white
James Andrew Smith
URBN
A decade leading store design across URBN’s brands, Anthropologie, Urban Outfitters and Free People among them, as the company grew from 140 stores to more than 400 in eight countries.
Studio
Built URBN’s multidisciplinary design studio, more than twenty people strong.
Stores
Among them Anthropologie’s first in Europe, on Regent Street, and the Urban Outfitters flagship on Herald Square: 56,000 square feet over three floors.
Recognition
VMSD Retailer of the Year, accepted for Urban Outfitters Inc. at the International Retail Design Conference in 2009.
Development
Devon Yard, outside Philadelphia: from the zoning overlay through approvals into construction.
Education
Oxford Executive MBA. Trained in Milan and London.

Four of them

Anthropologie, Regent Street, London, photographed by James Andrew Smith
Anthropologie, Regent Street, London
Urban Outfitters, Herald Square, New York, photographed by James Andrew Smith
Urban Outfitters, Herald Square, New York
Anthropologie, King’s Road, London, photographed by James Andrew Smith
Anthropologie, King’s Road, London
Devon Yard, outside Philadelphia, photographed by James Andrew Smith
Devon Yard, outside Philadelphia
Elsewhere
Builds
Koheriant Verify, live today at koheriantverify.com. Project 1.
Runs
Ultra-distance runner and open-water swimmer.
Explores
A member of The Explorers Club.
Studied
Oxford Executive MBA. Trained in Milan and London.

In his own words

01minneapolis

There was always a stranger at our table. My father’s colleagues came from China and Korea and stayed for weeks, and nobody thought that was odd. I learned kung fu in a basement at the Chinese Community Center where no one spoke English, which is a fast way to learn to watch. My best friends had come over from Vietnam with nothing. I noticed how they lived and how we lived, and I never stopped noticing. Weekends were pow-wows in Minnesota and South Dakota: dust, drums, fry bread, whole families under the same sky. Before I had words for it, I understood that a place tells you who belongs in it.

02southern maryland · mexico city

Then came farm country, mid-winter, with the wrong accent. Cutting tobacco in August is the most honest work I’ve ever done: sixty-four hours a week, heat like a wall, and a friend beside me who is still my brother. At sixteen, Mexico City got hold of me for a semester. Markets that ran for blocks. Pyramids older than anything I’d been taught to respect. Balconies and courtyards and doorways that each opened onto another life. I came home and bought a car with field money, cash, and started planning my exit.

03milan · london

I quit college. I left a letter on my door explaining why, which I stand by in spirit if not in tone. The tobacco money got me to Milan, where I learned that a shop window can stop a whole street. Then London, where I saw how old money lives: quietly, in rooms that never have to try. When I ran out of money I came home, played guitar with friends and in small bars, hung art on borrowed walls, and talked my way into dressing department-store windows.

Thesis 01

A shop window can stop a whole street.

04the road

The windows got me hired, and then the road got me. For two and a half years I was on the road opening stores for a young brand, ninety of them. Some nights I was on a ladder with the contractors at 2 a.m. because the doors opened at ten. Then came ten years at URBN, where Urban Outfitters, Anthropologie, Free People and Terrain went from 140 stores to 400 globally, and Terrain got us into land leases, entitlements, and a whole new sector. I built the studio that designed them. Regent Street. Herald Square. That’s where I learned a store is a performance, and the building is the stage. You feel it the moment you step inside, or you don’t.

Thesis 02

A store is a performance, and the building is the stage.

05new york · oxford

New York gave me six years running an international advisory firm, placing brands on the streets I used to wander. Somewhere in there I went back to school, to Oxford. I started weeks before the world shut down and finished in person on the other side. Not everything in those years went to plan. Some doors closed. I closed a few myself. The thing I arranged my life around never changed.

06the far places

I’m a member of The Explorers Club, which mostly means I’m surrounded by people who make me feel lazy. The Apsáalooke (Crow) Nation honored me with a warrior blessing, and I’m still working out how to deserve it. Right now I’m helping a crew cross 5,000 kilometers of the Sahel on solar power. I run distances that don’t make sense: two hundred miles once, and a hundred more in the not-so-distant future. I’ve swum ten miles of open water. Most of these efforts land around Veterans Day or support veterans’ causes, because the injuries veterans bring home are mostly the kind nobody sees. It’s why I sit on the boards of INVI MindHealth and the Invisible Wounds Family Foundation.

07houston · the house

Now it’s Houston, humid and sprawling and underrated, which suits me. I’d been working on my own since 2024; in 2026 the work got a house. Bureau St. James is where the pieces finally sit at the same table: the studio, and a serial novel. The belief underneath is the one I picked up at a stranger-filled dinner table that became a friend-filled table in Minneapolis: a place is made by whatever makes people stay.

Lectures

The argument, in person.

Six lectures on Emotional Architecture, for conferences, schools, leadership teams and podcasts.

Lectures
Let’s start a conversation

Bring the problem nobody owns.