Australian designer Jordana Maisie has created a boutique for Wardrobe NYC that features elements of New York City’s streetscape, including a scaffolding system and industrial benches inside the dressing rooms.
Situated in Lower Manhattan’s Soho neighbourhood, the store is the fashion brand’s first retail location.
The interior design was influenced by the urban environment and Wardrobe NYC‘s clothing, which combines streetwear shapes and luxury fabrics.
White scaffolding – which extends from floor to ceiling and across the space – defines the boutique’s interior, and forms a storage and display system for the apparel.
The structure frames a pathway through the centre of the boutique, guiding customers’ movement and interaction with the collection.
Built from steel rails, decks, pipes and clamps, the scaffolding mimics the structures found on sidewalks throughout New York City.
An all-white palette echoes the simplicity of Wardrobe NYC’s garments, which are sold in monochrome sets.
The brand designs shirts, pants, sweatshirts and other basics that are meant to be worn together or separate, and “form the foundation of an urban wardrobe,” co-founder Christine Centenera said in a project description.
Large mirror surfaces create depth in the small storefront and amplify the visual effect of the scaffolding.
Fluorescent lights are incorporated into the structure, adding to the minimalist and modular style of the store.
“We aimed to capture our aesthetic and our online platform in the real world,” said Wardrobe NYC co-founder Josh Goot.
“We want customers to experience our concept, the cut and quality of the garments, and experiment with wardrobe styling in an environment that connects with a new generation of luxury consumer.”
The location will showcase all three of the fashion brand’s releases, including the tailored, sport and street wardrobes.
Wardrobe NYC’s boutique is the latest project by Jordana Maisie Design Studio, which is based in Los Angeles. The studio has previously completed a shop for shoe brand Feit in Manhattan’s West Village and a pizzeria in the Lower East Side.
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