Translucent swathes of white and pink floral lace grasp from six-metre-high wood frames inside this New York pop-up retailer, designed by Storey Studio.
The pop-up retailer is situated on the coronary heart of the SoHo neighbourhood and is the primary bodily retail house that Self-Portrait has opened in the US.
Previous to this, items from the womenswear model may solely be bought on its web site, in its London flagship retailer or through high-end vogue retailers.
When it got here to designing the New York pop-up, London-based Storey Studio wished to take buyers on a “journey of exploration, contact and discovery”.
A “tactile labyrinth” of lace has due to this fact been created within the constructing’s entryway, enveloping prospects as they stroll via to the store ground.
“We wished to create intrigue and anticipation from outdoors of the shop,” mentioned Robert Storey, founding father of the studio.
Skinny sheets of pink and white lace have been hung at varied lengths and organized in a free, concentric circle – lace panels within the innermost ring are the shortest in size, permitting guests to cross simply beneath.
To take care of the arc-shape of the lace panels, every sheet is sewn to a curved steel rod. These are hooked up by tensile wires to very large timber frames that flank either side of the shop.
Storey added that together with the uncovered and “unrefined” timber body was an try and reject the “too polished, super-luxury” expertise of New York and create an general extra approachable retailer entrance.
The set up was initially designed with solely white lace, however a secondary pink layer was added to reference the Self-Portrait assortment that was being displayed on the time of the pop-up’s opening, which integrated the very same hue of the lacy materials.
The studio was moreover hoping that utilizing lace would seize the “femininity” of the model’s clothes, which steadily characteristic sculptural frills, layered mesh and uneven cut-outs.
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Color-changing LED lights – which shift from pastel pink to yellow, orange and crimson – have additionally been integrated to light up lace sheets. They grasp from the ceiling in slender tubes.
“We determined that introducing a brand new tone into the central layers would add extra dimension and definition to the journey when trying from the skin in,” Storey defined.
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“The interplay the shopper has when shifting via the house is each a option to talk the essence of the gathering and to really feel it ‘on and off’ their our bodies in a creative means.”
After opening in August this 12 months, the pop-up now accommodates the Self-Portrait’s ready-to-wear Autumn Winter 2019 assortment, together with objects of clothes unique to the New York location.
Restricted version stationery, water bottles and tote baggage will even be in the stores till the shop’s closure in early December 2019.
The model was based in 2013 by Malaysian-born, Central Saint Martins graduate Han Chong, who has since grow to be recognised for his experimental strategy to texture and creating structural silhouettes.
Immersive retail areas are widespread within the Storey Studio’s portfolio. Its earlier tasks embrace a greenery-filled “shoe park” for vogue model Everlane, which was designed in reference to the Barbican conservatory and a vibrantly colored presentation house for Nike, which was lit up with LED strips.
Images is by Jonathan Hökklo.