Luxury streetwear brand Billionaire Boys Club/IceCream has opened an immersive Miami flagship conceived by Snarkitecture.

Key features
Offering a curated D2C in-store experience, the 465-sq-m store is situated in Miami’s arts-centred Wynwood neighbourhood. Loic Villepontoux, general manager of Billionaire Boys Club (BBC), calls the opening a ‘conscious move to be in the heart of the art community and within a cultural environment that speaks to the brand’s values and inspirations.’ The Snarkitecture-designed space adopts the form of an art gallery, an effort to drive social engagement and exploration.

Inspired by Florida’s Everglades National Park, the colours and materials take heavy influence from nature. The formerly dark warehouse was transformed by the addition of two large windows and a flexible, open-plan layout. Greens and blues – as well as environmentally friendly materials like recycled plastics, glass and wood panels – give the interior its character. A central sculpture by artist and Snarkitecture cofounder Daniel Arsham anchors the retailscape, which will act as a canvas for rotating artworks and installations from local and global creatives.

FRAME’s take
BBC believes that bricks-and-mortar posts remain essential to forge deeper connections with consumers, a sentiment that has been doubled down on by some of the biggest names in retail post-COVID. Framing a retail space as an art gallery is a strategy that’s long been adopted by designers. Investing in a space in the heart of Miami’s art community is an important first step for BBC – the location raises the opportunity to really redefine what the arts-retail merge can come to look like in a vastly evolved market.