In the morning, the SoHo sun slips over sheets of plywood and mirrored boxes and filters through skeleton walls made of four-by-twos in a filigreed geometry. Neither construction site nor art gallery, Feit is a 54-m2 footwear flagship across from New York City’s Sanaa-designed New Museum, which is reflected in the rear walls of the store. Jordana Maisie (with Feit founder Tull Price of Rag & Bone and Royal Elastics fame) built Feit largely from matte-polyurethaned birch plywood shorn into clean angles and planes. Price calls Feit a 'luxury modern-day cobbler', because it uses age-old shoemaking techniques to produce a contemporary product. Maisie expressed hand-making by opting for one-off furnishings built by two carpenters on site – and by pushing the materials. 'The geometries of the displays,' she says, 'ask things of the materials and the fabrication processes that are not typically demanded from them.' The cash desk is, let’s just say, multidirectionally polygonal. A triangular glass vitrine in its face slides like a drawer but looks like a crystalline art object. Vertically mounted fluorescent fixtures distinguish display from service areas, like shoe repair and mirror-clad fitting rooms. The striated lighting reinforces the varying pace at which passers-by cross the façade and, reflected in the mirror, confounds the shop’s dimensions. What is unexpected – apart from realizing that you’re not sure where the door is once you’ve tried to exit through a mirror – is the great clarity with which the shoes stand out on their blank plywood perches.
Photos Ben Pogue
jordanamaisie.com
This project is featured in Frame #104, the latest issue just unveiled during Milan Design Week 2015. Find our pop-up shops at Designjunction (Via Pietro Mascagni 6), the Moooi Showroom (Via Savona 56) and Salone del Mobile (Fiera Milano, Strada Statale 33 del Sempione 28, Hall 6, Stand 12).
Feit by Jordana Maisie

Unlock more inspiration and insights with FRAME
Get 2 premium articles for free each month
Create a free accountRelated Articles
MORE Frame Magazine
What a Barcelona hilltop home can teach us about designing for your surroundings

Loneliness among students is on the rise. These 4 dorms are responding with connection

Past meets (work-in) progress to futureproof this 19th-century palazzo turned café

Social and academic wellbeing go hand in hand, a San Diego university campus shows

Implicit values take precedence over explicit visual brand identity in a Brooklyn HQ

Without a single plant inside, this open-plan villa still hits the biophilic mark. Here's how

A restrained design language allows the ceremony of coffee-drinking to take centre stage

4 transport hubs prove human-centric design makes the journey as appealing as the destination

Customer comfort is central at a Taiwanese café where lingering is encouraged
