raf simons & sterling ruby makeover calvin klein's madison avenue store raf simons & sterling ruby makeover calvin klein's madison avenue store
aug 02, 2017

raf simons & sterling ruby makeover calvin klein's madison avenue store

following extensive renovations, calvin klein reopens their 654 madison avenue flagship store in new york city, with the interior now 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 – has created a floor-to-ceiling installation, which displays the high end clothing within an under-construction environment. these outfits, including calvin klein jeans est 1978, underwear and accessories, announce the debut of raf simons’ ‘205W39NYC’ collection that was first and only seen at his fall/winter 2017 runway.

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



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,‘ says sterling ruby. ‘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 explains. ‘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



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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