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Forty Five Ten at Hudson Yards
Forty Five Ten at Hudson Yards
New York, NY, United States
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Other Projects by 5G Studio Collaborative
Forty Five Ten at Hudson Yards
New York, NY, United States
Type
STATUS
Built
YEAR
2019
SIZE
10,000 sqft - 25,000 sqft
Forty Five Ten’s New York retail boutique brings together fashion, art, and emerging design talent in menswear, womenswear, and beauty in a modern setting strategically positioned to make a major innovative advancement for the industry. The store is curated into a series of art installations and architectural moments that encourage exploration, provoke thought and curiosity, and ultimately become tactile experiences for guests. Product and merchandise are incorporated directly into installations, allowing shoppers to feel like they are in a participatory, interactive art gallery that is simultaneously disjunctive and cohesive. This architectural rebrand for Forty Five Ten’s flagship embodies a refreshed notion of luxury that affords the sheer freedom to dress, create, and express ideas as an individual.
In the new Shops at Hudson Yards on the west side of Manhattan, Forty Five Ten’s presence extends across four separate boutiques, totaling 16,000 square feet, that face each other across the concourse of the mall. The individual storefronts are materialized using the same facade design language, creating cohesion between the different departments, and establishing a clear position for the brand’s unique blend of fashion and art.
A Venetian glass brick storefront with dissolving edges visually merges into delicate plate glass and unites the separate storefronts with a singular vernacular. The artisan-crafted bricks celebrate their inherent imperfections to create a textured surface that distorts views within the boutiques to quietly tease customers by allowing softly blurred views inside. Clear structural glue and glass bricks create a kaleidoscope effect that permits light, shadow, and color to interplay between the retail spaces and the mall concourse. The hand cut bricks match this profile and are laid in place to create the eroded edge. A white steel band follows the border of the bricks, providing a visual delineation between gravity defying glass brick and plate glass above and below.
The store layouts create a visually interactive design that engages customers and encourages interaction. Designed like a museum, a series of collaborative and curated installations from emerging artists become integral to the display of Forty Five Ten’s merchandise. The gallery installations transform the retail environment into an exploratory experience for guests.
In the women’s ready-to-wear boutique, a succession of pill-shaped chambers with variable-sized openings create a forced-perspective—an architectural illusion based on Borromini’s 17th century studies. From the mall concourse, these chambers appear to stretch much further back. From within, contrast between the scale of space and the physicality of the individual creates a surreal effect. Nearby, a large boulder hovers closely over its mirrored counterpart, evoking an imminent sense of drama that tempts customers to reach between the two masses to interact with merchandise. A larger-than-life bead maze reimagines a classic childhood toy. A pure expression of curiosity, the maze playfully incorporates bespoke apparel on the jumbo beads.
Visitors to the Vintage boutique are immersed within a vault of vibrant oranges and greens on a field of black that contribute to a space that feels as if it had been carved from a single block of stone. The men’s department uses layers of color and transparency to create distinctive volumes within a larger space. Pixelated cloud sculptures add visual texture and filtered views through which the men’s apparel and accessories are displayed. The voluminous installations have layers of product suspended via clear acrylic sheets.
The 4510/six department is an expression of phantasmagoric surrealism. The point-of-sale counter is covered in shockingly pink fur that acts as an antithesis to a rigorously structured tile installation throughout the rest of the space. A custom wall covering of gently undulating multi-tone gradients expresses the euphoria of personal self-expression.
Forty Five Ten’s Manhattan boutique reinforces the brand’s unabashed personality. The architecture creates a platform that allows the incubation of emerging design and fashion, which harkens to Forty Five Ten’s core values. Creativity is celebrated through the design of spaces that embolden individuals the freedom to dress, create, and express ideas.
In the new Shops at Hudson Yards on the west side of Manhattan, Forty Five Ten’s presence extends across four separate boutiques, totaling 16,000 square feet, that face each other across the concourse of the mall. The individual storefronts are materialized using the same facade design language, creating cohesion between the different departments, and establishing a clear position for the brand’s unique blend of fashion and art.
A Venetian glass brick storefront with dissolving edges visually merges into delicate plate glass and unites the separate storefronts with a singular vernacular. The artisan-crafted bricks celebrate their inherent imperfections to create a textured surface that distorts views within the boutiques to quietly tease customers by allowing softly blurred views inside. Clear structural glue and glass bricks create a kaleidoscope effect that permits light, shadow, and color to interplay between the retail spaces and the mall concourse. The hand cut bricks match this profile and are laid in place to create the eroded edge. A white steel band follows the border of the bricks, providing a visual delineation between gravity defying glass brick and plate glass above and below.
The store layouts create a visually interactive design that engages customers and encourages interaction. Designed like a museum, a series of collaborative and curated installations from emerging artists become integral to the display of Forty Five Ten’s merchandise. The gallery installations transform the retail environment into an exploratory experience for guests.
In the women’s ready-to-wear boutique, a succession of pill-shaped chambers with variable-sized openings create a forced-perspective—an architectural illusion based on Borromini’s 17th century studies. From the mall concourse, these chambers appear to stretch much further back. From within, contrast between the scale of space and the physicality of the individual creates a surreal effect. Nearby, a large boulder hovers closely over its mirrored counterpart, evoking an imminent sense of drama that tempts customers to reach between the two masses to interact with merchandise. A larger-than-life bead maze reimagines a classic childhood toy. A pure expression of curiosity, the maze playfully incorporates bespoke apparel on the jumbo beads.
Visitors to the Vintage boutique are immersed within a vault of vibrant oranges and greens on a field of black that contribute to a space that feels as if it had been carved from a single block of stone. The men’s department uses layers of color and transparency to create distinctive volumes within a larger space. Pixelated cloud sculptures add visual texture and filtered views through which the men’s apparel and accessories are displayed. The voluminous installations have layers of product suspended via clear acrylic sheets.
The 4510/six department is an expression of phantasmagoric surrealism. The point-of-sale counter is covered in shockingly pink fur that acts as an antithesis to a rigorously structured tile installation throughout the rest of the space. A custom wall covering of gently undulating multi-tone gradients expresses the euphoria of personal self-expression.
Forty Five Ten’s Manhattan boutique reinforces the brand’s unabashed personality. The architecture creates a platform that allows the incubation of emerging design and fashion, which harkens to Forty Five Ten’s core values. Creativity is celebrated through the design of spaces that embolden individuals the freedom to dress, create, and express ideas.
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