calvin klein to close new york flagship featuring raf simons & sterling ruby makeover
 

calvin klein to close new york flagship featuring raf simons & sterling ruby makeover

calvin klein will close its madison avenue flagship store in new york in spring 2019. according to reports, the closure is the result of a new strategy adopted by the american brand.

 

according to bloomberg, the calvin klein brand has struggled to draw shoppers with its new initiatives. chief executive officer steve shiffman said the brand is currently evaluating options for new retail locations but did not specify where. post-raf simons who left the label in december, the apparel maker now plans to adopt a ‘digital-first’ approach. it will reorganize its north american division, combining operations in sportswear and jeans. the higher-end,205W39NYC will also get a makeover, relaunching with a new name and creative direction.


the bright yellow interior creates an eye-catching contrast on the grey stone madison avenue
all images courtesy of calvin klein

 

following extensive renovations, calvin klein reopened their 654 madison avenue flagship store in new york city in 2017, with the interior completely covered in a bright yellow color. as a fresh re-imagination of the american brand, artist sterling ruby – as chosen by calvin klein’s new creative driector, raf simons – created a floor-to-ceiling installation, displaying the high-end clothing within an under-construction environment.

 

I’m taking the calvin klein flagship store from minimal to maximal; my design should be seen as a marker to celebrate the future of the brand,‘ said sterling ruby back in 2017. ‘I wanted the store to glow from within, representing a new day for calvin klein.


the installation presents a fresh re-imagining of the american clothing brand

 

 

I wanted the store to generate a very immediate physical experience that could as well be intimately connected to the collections,‘ raf simons explained. ‘it is also a continuation of the language I am creating with sterling for calvin klein’s visible and physical identity. the use of very direct and familiar references common to the american visual experience creates a simple and emotional connection with the brand.


raf simons’ fall/winter 2017 collection debuts at the flagship store

 

 

still available to visit until spring, sterling ruby‘s colorful and bright transformation of the calvin klein madison avenue store contrasts uniquely and boldly with the grey stone exterior that defines the new york boulevard. on entry into the store, the radiant yellow is seen to adorn not only the floor, walls and ceiling, but also the make-shift scaffolding shelves. continuing this theme of building work, construction platforms that are painted in primary colors, display items such as handbags, shoes and additional accessories.


primary colored construction blocks provide a platform for shoes, handbags and other accessories

 


under-construction scaffolding has been used for shelving

 

  • A ghastly aberration – totally destroying John Pawson’s beautifully elegant and restrained original interior.

    Nick Heath says:
  • Perfect! Pure chaotic Creativity…

    John Flo says:

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