The store is sited on a prominent corner location with a wrap-around glazed façade on the Long Island City waterfront. Because of this prominent open corner location, we organized the interior radially—creating preferential view corridors that allow pedestrians deep views into the store. A subtle slope highlights the radial organization and enforces the interior flow into the focal point of the layout. The shift in ground plane also plays up the role that Childrens fashion serves here as the drop in height underscores the scale shift for children and simultaneously refers to playgrounds or sand boxes.

By conserving and exposing the building services and infra structure, we created a reference to the historic industrial nature of Long Island City and underscored the unpretentious effortless chic that is the trademark of the brand.

The custom designed display fixtures express their modular assembly (a nod to the playful undertones of the products and the target audience: mothers and children). In particular, the fixtures reference the Eames’ House of Cards toy. We felt the integrity and elegance along with the playfulness of House of Cards made it the perfect touch point to act as the focal reference point to showcase the product. Similar to the playful cross generational clothing and accessories product offered here, house of cards is a toy that effectively bridges across ages with a simple appeal to investigation of forms and fabrication. Incidentally these drivers are also core to the heritage of Long Island City. Graphic patterns were developed for the fixtures that underscore the Long Island City context by reinterpreting the iconic signage and landmarks there.