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Showfields at 11 Bond Street

Lukstudio

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Designer
Client
Showfields
Floor area
1366.00 ㎡
Completion
2019

Inside a 4-storeyheritage brownstone in the popular NoHo neighborhood in New York City, Showfields launches its first location and brings upon a new platform for both brands and customers. On one hand, its business model aims to streamline the process for online brands going offline; on the other hand, its focus on a customer-centric experience results in a more dynamic and adaptive retail environment.

On the first floor, white walls form a zigzag gallery that reveals and conceals as one moves along the space. The white enclosure opens at strategic locations and frames various colourful worlds beyond. The second floor shares the same layout as the first one, except the solid and grid walls are swapped, so the space feels more open at first glance. On the third floor that is dedicated to fashion, we opt for a linear wall layout where aligned openings form a corridor and frame a spiral slide at the end. This floor could host catwalk shows where models slide away after walking down the aisle. The last floor is equipped with an open kitchen, a long dining table and a living area. Together with the roof garden, the homey loft provides many possibilities for private events.

The wall partition not only serves as a visual buffer between different immersive stores, but also encases all the audiovisual equipment and wiring, avoiding unsightly clutter. The grid allows each brand to customize its shop easily by simply combining different kit-of-parts ranging from shelving, racks and panels that come in different sizes and materiality. The resulting interiors deliver a sense of serendipity with a modular order.