By is an experimental space that is constantly shifting and evolving. Part retail, part art gallery. A contrast and fragmentation built out of materiality, shapes and reflections inspired by the brand’s quirky merchandising techniques, like displaying menswear one day and changing it out completely the next, to exhibit tpop art, such as character toy figurines. Chameleon-like angular display alcoves that seemingly disappears as it is camouflaged by reflections of its surroundings and an ever-changing installation of 600 recycled pallets anchor the space. Deconstructed fitting rooms that have light installations inside and mirrors on the outside to encourage the selfie generation for the perfect OOTD snaps while they are changing.