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ALEXANDER WANG FLAGSHIP STORE, NEW YORK
Wednesday 31 Aug 2011
Kramer Design Group designs Alexander Wang's first Flagship Store blurring the lines between relaxed and refined.
The Alexander Wang Flagship store by Kramer Design Group was completed in February, 2011. The 3,000 sq. ft. SoHo New York space, like the collection it houses, blurs the line between relaxed and refined. As the first freestanding store of the acclaimed fashion designer, it was important to create an aesthetic that makes luxury accessible while elevating the everyday.
The core of the store’s design concept redefines expectations and challenges the definitions of what is casual and what is precious. Purposeful contrasts between clean and edgy materials contribute to an environment that is cool and inspiring in its laid-back luxury. It is this effortless approach to style that makes the designer, and his first flagship store, so alluring.
Upon entering the interior, the concept unfolds with the placement of an industrial cage-like sculpture poised atop a natural Royal Danby marble slab floor. The welded metal structure has a rawness and sexuality that feel ironic when paired with pristine marble floors and mirrored walls. The cage is an ever-evolving installation space for artists invited to display their work. Visitors to the store interact with installations and seasonal product within. All installations since the opening may be viewed at http://www.alexanderwang.com/studio/cage-installation/
Behind the cage a full height, curved wall, paneled with mirrors, doubles the grand impression of the cage’s geometry and adds depth to the dynamic space. Nearby, the simplicity of minimal white walls acts as a backdrop to a centralized lounge area. An oversized leather sofa beside the handmade antique brass coffee table offers the visitor a place of retreat, while a black fox fur sheathed hammock puts a twist on the definition of luxury. Mixed materials in the fixtures and furniture echo the high / low contrast of the brand.
Long, elegant tables combine fine antique brass and cast concrete, accentuating the unity of the unexpected. In the fitting room lounge, rich black suede seating, surrounded by a modern hall of mirrors provides an intimate setting. Concealed within, generously sized fitting rooms with luxurious black drapes punctuate the shopping experience, completing the dynamic story of the brand.
Kramer Design Group