Alexander Wang flagship store by Kramer Design Group, New York – Soho

March 7th, 2012 by retail design blog

A.R.E. Awards – Softline Specialty Store Under 3,000 sf – Grand Prize, Individual Element – Visual Presentation Award

The SoHo flagship store for the fashion retailer creates a luxurious environment with custom-created materials and furniture and a rotating “cage” installation. The cage at the entry of the store is the stage on which the brand can showcase a curtain inspiration and give customers a new experience with each visit. Materials including antique brass, blackened steel, concrete, and royal Danby marble are luxurious, as well as edgy and unfinished.

For example, display tables with blackened steel emerge from a slab of pristine marble and steel balancing on a block of cast concrete. An oversized leather sofa beside the hand-sculpted and hand-finished antique brass coffee table provides a place for relaxation, and a hammock sheathed in black fox fur adds a twist to the space.

Designers wanted this fashion and accessories store to act as a “platform for creative minds to come together in an inspiring environment.” The store‘s large cage sculpture, which is a constantly evolving installation, is used to highlight unique products, making the retail space look more like an artist’s gallery. Artists and designer are invited to design and install their work in the welded metal cage. The installation stands out against the store’s marble floors and mirrored walls and creates a unique experience for consumers each time they return.

Designed by Kramer Design Group





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