The objective of
this project is to create a flexible, versatile and unobtrusive system for the
presentation of diverse clothing collections within a seamless dream-like
environment that does not compete with the clothes but rather enables them to
float freely within the space.
Gokaldas
Images is India’s largest
integrated clothing corporation and garment exporter with a franchise of retail
outlets in India,
their own brand names and six independent product manufacturing divisions.
Gokaldas Images has produces garments for Calvin Klein, Polo, DKNY and Armani.
Their New York
headquarters is a showroom for the manufacturing divisions as well as a launch
site for their own line of contemporary women’s wear, “Ozia”.
The floors,
walls, screens and furniture of the showroom are poured in a continuous flow of
white epoxy resin in order to create the illusion of buoyancy. The desire for levitation was inspired by the
exhilarating views of the city from the showroom’s continuous band of
wraparound windows high above Times Square and face to face with some of New York’s most
prominent skyscrapers.
Despite the
quantity and diversity of garments presented, the purity of this liquid
environment allows the clothes to be seen clearly as they float weightless
through the space. A simple system of
suspended stainless steel rods on sliding tracks allows the display to be
easily reconfigured in minutes.
Photos by Killian
Mattitsch
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