Australian designer Jordana Maisie has designed Wardrobe NYC‘s first concept store, taking inspiration from the urban environment and brand’s clothing, which combines streetwear shapes and luxury fabrics. The store — unveiled to coincide with the Release 03 | STREET launch — has opened its doors at 150 Wooster Street, SoHo, New York.
The new release is inspired by the city – capturing an elevated urban aesthetic that fuses iconic street-wear shapes with luxurious, technical textiles to create modern essentials for everyday life. “Release 03 is imagined for a day in the life of the city – versatile, trans-seasonal, day or night, these pieces are designed to wear together, or as separates to form the foundation of an urban wardrobe,” co-founder Christine Centenera said in a project description.
The store’s interior, designed by emerging architect Jordana Maisie, conveys the elemental approach embodied by the brand. Borrowing from the familiar structural language of the street, Maisie builds a space within a space. Steel rails, decks, pipes and clamps, all part of a standard scaffolding system, are brought together to create a focused monochromatic design; delivering each of the three Wardrobe Releases.
A central axis slices through the length of the space creating an uninterrupted path through the installation as it rises up on either side of you. The exaggerated scale of the installation mimics the expansive all-encompassing nature of NYC’s streets. Large mirror surfaces fold you into the experience; extending the space beyond. The repetition of 4ft T5 fluorescent light fixtures amplifies the clean lines and modular approach of the brand. Employing a ready-made system in an innovative way – aligns with the brand’s ethos; enabling adaptation and reuse for future design iterations.
The concept store allows customers to interact with each Wardrobe NYC release to date – Tailored, Sport and Street – in person for the first time. “We aimed to capture our aesthetic and our online platform in the real world,” said Wardrobe NYC co-founder Josh Goot. “We want customers to experience our concept, the cut & quality of the garments, and experiment with wardrobe styling in an environment that connects with a new generation of luxury consumer.”