metal scaffoldings in a raw, concrete space form new concept store in soho

metal scaffoldings in a raw, concrete space form new concept store in soho

to coincide with their ‘release 03 | street launch’, has opened a concept store at 150 wooster street, soho, new york. the new release is inspired by the city — capturing an elevated urban aesthetic that fuses iconic street-wear shapes with luxurious, technical textiles to create modern essentials for everyday life. the store designed by jordana maisie design studio, focuses on simplicity, utility, proportion and performance, showcasing clean lines, subtle details, and considered finishes, much like the product it houses.



the store’s interior, designed by emerging jordana maisie design studio, conveys the elemental approach embodied by the brand. borrowing from the familiar structural language of the street, maisie builds a space within a space. steel rails, decks, pipes and clamps, all part of a standard scaffolding system, are brought together to create a focused monochromatic design, delivering each of the three wardrobe release collections.



a central axis slices through the length of the space creating an uninterrupted path through the installation as it rises up on either side of you. the exaggerated scale of the installation mimics the expansive all-encompassing nature of nyc’s streets. large mirror surfaces fold you into the experience; extending the space beyond. the repetition of fluorescent light fixtures amplifies the clean lines and the modular approach of the brand. employing a ready-made system in an innovative way – aligns with the brand’s ethos; enabling adaptation and reuse for future design iterations. the concept store allows customers to interact with each release to date – tailored, sport and street – in person for the first time.











project info:


architects: jordana maisie design studio


location: new york, new york, the US

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