The ubiquitous NYC loft is the core inspiration for Journal Standard’s very first flagship store, both in its interior and exterior design. While the loft concept prevails throughout the multileveled space, each floor was approached with a different aesthetic to match the brand’s various labels on three floors.
The basement, where men’s shoes and vintage clothing are displayed, is akin to a lofted cellar, with cozy masculine finishes including a dark coffered ceiling, classic mosaic floors with border accents and reclaimed New York brick walls. Custom brass lighting fixtures, designed as modern interpretations of turn-of-the-century factory units, light the vintage clothing displays.
The ground floor conveys the modern lofts of New York City’s gallery district where the old intersects with the new. Classic materials such as the luminous Arabescato marble floors and reclaimed white subway tiles coexist with black cast iron columns and industrial lighting fixtures. This floor holds Journal Standards newest collections and freshest styles.
The second floor, where the women’s department is situated, recalls old New York garment lofts with wood joists, beams and white painted cast iron columns set against unique details including a wall made of custom denim cast concrete blocks. Muted tones prevail in the light gray exposed concrete floors, canvas curtains on free standing fitting rooms and white oak display shelves.
Shelving and hanging fixtures as well as lighting fixtures are custom throughout the store, but a carefully curated selection of rustic American antique pieces also serve as playful display surfaces, further emphasizing the combination of old and new design elements.
The industrial staircase adds character to the interior with its beautiful dark stone treads and blackened steel contrasting with warm antique maple handrails and glass block risers. Add to that a sleek elevator design evoking vintage freight elevators.
A feature wall provides an interesting interaction with the street for those who choose to take the stairs. Inspired by old factory windows, the surface is composed of blackened steel gridded frames housing lighting fixtures inlaid with 4 different types of wire mesh.
Wrapping around the side walls are a system of wood louvers on pivot hinges, affording sunlight control in the day. At night, when the store’s display windows’ brick and concrete background walls glow, Brooklyn comes to mind.
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