Joe Fresh NYC Flagship, New York, USA
Friday 21 Dec 2012


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Joe Fresh recently opened a 17,783 s.f. flagship store in New York’s historic “Crystal Lantern” bank branch by Skidmore, Owings and Merrill—a landmark and a modernist masterpiece.

At the corner of 5th Avenue and 43rd Street, the building is wrapped with 27-foot high glass windows that showcase the interior and channel views upwards towards a floating, white terrazzo mezzanine and a glowing ceiling that create the impression of weightless architecture.

These elements are embellished by an original 70’ long gilded screen and whimsical hanging ‘cloud’ mobile, both by sculptor and furniture designer, Harry Bertoia with interior design by Burdifilek. Burdifilek kept the store open to the spectacular views which were regarded as a moving wallpaper of New York City. The store is airy, colorful, urban, and ever changing, underscoring the Joe Fresh aesthetic and brand.

To protect the historic features of the building, none of the shop fittings were drilled into the floor, walls or ceiling. Instead, free-floating, custom-designed wardrobes were designed which can be easily arranged and reconfigured by Joe Fresh’s merchandising team into vignettes. Each vignette composes a different ‘colour story’ of Joe Fresh’s clothing and accessories. The wardrobes are crafted from white, powder-coated metal with sandblasted Lexan panels to transmit light. Incorporating seamless monitors, mirrors or backlit billboards, they are radiant and dynamic and contribute to the liveliness of the store and help the merchandise to glow.

Echoing Joe Fresh’s approach to fashion, Burdifilek paid careful attention to detailing and proportion, crafting the shop fittings from simple yet noble materials—but always with a contemporary twist. For example, the display tables are powder-coated aluminum ‘Parsons tables’ with ‘benches’ and white polycarbonate merchandising cubes are poured from wood molds so that they have the texture of wood grain and the appearance of porcelain.