Since its founding in 1996 as one of the first retailers to blend the worlds of street, skate and fashion, Concepts has since expanded internationally with stores in Boston, Dubai and Shanghai. Concepts, 99 University is the brand’s latest store located in the heart of New York City’s bustling Union Square neighbourhood. In the spirits of the brand, the intent of the design is to offer complete journey experience – a path through the different environments, presenting various collections or products, all focused on the same feeling of discovery that strolling through an art gallery would elicit. The 2,500 sq. ft. store boasts a wall-to-wall curated selection of sneakers, luxury streetwear and accessories, dedicated brand areas and a skate room. This area offers an intimate space to display special products, welcome guests, host private events, and more. Similarly, the store as a whole is 100% modular and equipped to be used independently for different events such as pop-ups or product launching. The place’s various functions lead to a unique retail experience, which will surely arouse the curiosity of visitors. In the same vein, the store features a central pavilion leading access to the fitting rooms that has been thought of as a somewhat labyrinthine circulation space, thus offering a route creating the effect of a secret passage. This immersive exploratory area allows visitors to lose themselves in both the reflective decor and the gaze of their peers. The heart of the central pavilion is thus dedicated to social activation. It also includes a lounge area with a DJ desk and an area for recording and broadcasting podcasts. This entertainment is intended to provide a certain visibility from the street, thus inviting passers-by to come and discover the store. Alongside Concepts’ strategic team, Sid Lee Architecture worked a design that privileges responsible social engagement in accordance to current global health and safety mandatory measures. By offering appointments and more exclusive in-store experiences, the store was able to adapt during the pandemic and retain its status as a social milieu. In addition to Concepts’ well-established online presence, that is part of the physical store’s ecosystem, the space’s original design allows a capacious walking space. The store therefore lends itself well to social distancing.