Streets of Georgetown store by Jeffrey Hutchison, Washington, D.C.

May 2nd, 2012 by retail design blog

HMX Group sought out architect Jeffrey Hutchison, President of Jeffrey Hutchison & Associates (JHA), to create a unique multi-brand retail concept for their men’s wear labels (including Hickey Freeman, Hart Schaffner Marx, Bobby Jones and Coppley). The most recent location to bow, “The Streets of Georgetown,” opens their doors at 1254 Wisconsin Avenue on September 23rd.

“Streets” Concept
While the “Streets” idea represents a novel departure in fashion retail — housing multiple brands from the same parent company under one roof — its roots are in the heritage of fine American menswear. “The store concept harkens back to traditional American haberdasheries, and pays homage to that shopping experience,” says architect Jeffrey Hutchison. “We interpreted and translated history in creating the new main street specialty men’s store.”

“It is one thing to have great vision, but more importantly, it is extraordinary to have a partner like Jeffrey Hutchison who helped us take the Streets retail concept to a completely new level,” says Joseph Abboud, Chief Creative Officer, HMX.

Georgetown Location
Residing in a Federal-style Georgetown carriage house, the details throughout the space that Hutchison mindfully preserved creates a narrative connection to the history of the area, while updating the overall feel with modern elements. The 6,000 square foot retail space is divided into two floors, with an additional 2,000 square foot floor for storage. Notable elements of the design include:

– An eclectic mix of “heritage” elements such as restored existing brick walls and oak floors, new decorative “vintage” light fixtures, graphics, rugs and tables juxtaposed against more modern industrial elements such as wood and steel hanging racks and shelving fixtures, which create a more masculine vocabulary
– Hutchison “dressed” the space with an eclectic mix of aged materials (distressed oak, aged brass and blackened steel) and antiques (vintage vitrine cases, deer antlers, artwork, etc.) using refined materials (such as fine grass cloth wall-coverings as well as curtains and furniture covered in Hickey Freeman suiting fabrics) as counterpoints.
– A “made-to-measure” section is designed to feel like a tailor’s studio, and continues to reinforce the tailoring aspects of the HMX brands.

The first “Streets” location, Streets of Beverly Hills, opened in August 2011. Both stores were designed by fashion retail architect Jeffrey Hutchison.

About
Jeffrey Hutchison & Associates is based in New York City. Principal Jeffrey Hutchison’s client work includes retail spaces for such eminent fashion brands as Ralph Lauren, Donna Karan, Nautica, Theory, Barneys New York, Façonnable and Ann Taylor, among others.

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