Canadian budget-friendly fashion label Joe Fresh has opened a 1300-sq-m flagship store in New York City. ‘We kept the store open to the spectacular views which we regard as a moving wallpaper of New York City,’ says Diego Burdi, creative partner at Burdifilek. ‘The store is airy, colourful, urban and ever-changing, underscoring what Joe Fresh is all about.’

To protect the space, no fittings were drilled to attach to the floors, ceilings or walls; all merchandising systems are free-standing and can be relocated as needed. The pieces are made of white, powder-coated metal and sandblasted Lexan panels, which transmit light.

‘Incorporating seamless monitors, mirrors or backlit billboards, they are radiant and dynamic,’ Burdi says. Lively light boxes are coated in Joe Fresh’s signature hue, orange. Meanwhile, the design concept also incorporates artistic elements; historical sculptures by furniture designer and sculptor Harry Bertoia have been reinstated in the flagship store.

Photos courtesy Ben Rahn / A-Frame.

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