As part of his 2025 Exhibition Joel Mesler: Miles of Smiles at Guild Hall, artist Joel Mesler commissioned the design and build of The Smile Shop, a physical and digital exhibition merchandise store.

The logo takes inspiration directly from the artist’s iconic gold balloon lettering used previously in his paintings, merchandise, and exhibitions.

The website features a combination of sans-serif typography and original handwriting for a playfully intimate shopping experience. The Smile Shop also includes ways to engage with artwork featured in the show, such as a “read with me” video of the artist on the landing page. The structure of the site is modular, so that the artist can easily add new merchandise, photos, and videos.