DR JAYS, NEW YORK
Friday 30 Sep 2011
New York City urban street wear icon, Dr Jays, desired a complete store design for their new flagship location on West 34th Street.
Teaming with TPG Architecture, Dr Jays took this opportunity to create a fresh, powerful design concept that would enhance the customer experience and secure their position as a competitive fashion giant.
Developing a design vocabulary that could be integrated into future locations and also introduced to their existing stores was essential to the brand. Although challenging, a design concept that could capture and hold the attention of the flux of pedestrian traffic along the 34th Street corridor, while working within the Landlord's design constraints for the facade and signage was achieved.
The faceted prism-like storefront, sleek style and lively graphics create a glossy overtone. This alluring atmosphere attracts shoppers, drawing them into the store. The ground floor features unique assortments of accessories and footwear. An inverted ‘catwalk’ ceiling treatment coupled with focal lighting guides shoppers from the entrance through the ground level space (1,000sf) and down the flared staircase, descending into the expansive lower level (11,000sf).
The stair was designed to wrap around the ADA elevator, so it expands, grows narrow, and expands again, taking the shape of a bowtie. An extremely tight schedule allowed no time for prototyping for this design. The lower level features strategic sight lines integrated into the open layout, which is designed to accommodate changing trends and brand statements including premium denim and clothing collections.
TPG Architecture was able to successfully create a strong brand identity for Dr Jays new flagship location that appealed to their current core customers of young, street wear enthusiasts while securing their position as a competitive fashion giant by broadening the consumer base.