In the wake of HWKN’s awarding winning WENDY for PS 1, the New York firm has designed a flagship store in SoHo for MenScience, a dermatological-grade skincare and nutritional products company. Taking advantage of the opportunity to physically brand the company and set the tone for future retail locations, HWKN’s interior aesthetic includes a black steel product display set within a locally-sourced, recycled wood plank backdrop.
The new store features a hallway of products between two storefronts of the space, inviting passersby to be enticed by the materiality and modular regularity of the design that seeks to highlight the placement of the products. “The design is meant to be read from the inside as well as from the outside. It is a perimeter scheme that treats the floor, walls and ceilings with a similar material to create a tunnel of product, a MenScience experience, in the space that spans between two streets,” explained Kushner.
The store also intends to educate potential customers, explained MenScience Founder, Federico Sanchez, “While MenScience products are offered as some of the most prestigious retailers inNew Yorkand around the world, we felt it was really important to create a space where customers could fully immerse themselves in the brand. This is a place where men can come learn about the products, try them first hand and get expert advice on skincare, grooming and nutritional supplements.”
“The store design breaks down the barrier between customer and product and invites people to test and explore the MenScience products,” added Hollwich.