Wednesday 21 Sep 2011


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Aéropostale’s new flagship in Times Square pays homage to New York City.

As Times Square is at the crossroads of the world, a component of the project mission was to introduce the brand to a broad international audience. The store had to strike a balance between the familiarity of the brand's typical mall stores and a distinctly New York vibe. The strategic design approach was careful not to alienate Aéropostale's core customer and make them feel that A/éropostale had not lost its soul. At the same time, the store had to pay homage to New York City as being the birthplace and headquarters of the Aéropostale brand. Beloved New York City iconography was integrated into the design in a holistic manner.

To facilitate store navigation and product segmentation, merchandise categories are separated into different "shops". The Soho Shop has elements reminiscent of the Soho district such as an arched metal façade at the shop "streetfront" entrance, distressed wood floors, reclaimed brick walls, embossed tin ceiling, turned wood details, etc. The Denim Library recalls the New York Public Library with brass chandeliers; plaster textured ceiling, dark wood shelves with sliding ladders and the iconic seated lion at the entrance "gate". The Dorm Shop is evocative of an artsy girl's Greenwich Village apartment; feminine and eclectic with mismatched furniture, chandeliers, patterned fabrics and grey-washed wood combined with bright blue wood and white painted brick walls.

A piece of prime real estate on Times Square has been reserved for Aéro's Dance Cam Balcony on the 2nd floor. It creates an intrigue and draws customers up to the 2nd level. The Balcony is in full view of Times Square visitors below who are spectators to the dancing action. Visitors can dance to the rhythm of upbeat tunes and a camera projects the image of the dancers 20 minutes later on the huge LED screen facing the Square.