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levi's store - meatpacking
levi's store - meatpacking
Manhattan, New York, NY, United States
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Other Projects by anderson architects
levi's store - meatpacking
Manhattan, New York, NY, United States
Located on an upscale stretch of 14th Street in New York City’s Meat-packing District, the new Levi’s Concept Store wanted to make a presence that was truly about the brand as well as about the neighborhood. Starting with the selection of materials, the main goal was to create a space that was inherently local and that appeared to have already existed. This was achieved by refinishing the new concrete floor slab to look older and ‘used’, allowing cracks to show; exposing the original brick wall; leaving the ceiling and its services (hvac ducting, sprinkler pipes etc.) uncovered. To add to this already rich palate, new materials and finishes were introduced. A conscious effort was made to ensure these materials found precedent in the Meatpacking District and were as authentic as possible. These included a steel and glass storefront, raw steel and glass interior enclosures, exposed (plumbing) pipe rail, trowel-on concrete wall finishes (to clad existing sheetrock walls), wide plank wood flooring, unfinished mdf wall panels.
Levi’s wanted the space to allow for customer participation and not feel intimidating. Stepping off the cobbled streets, entering a space that is familiar to the neighborhood, the customer arrives inside through a steel and glass enclosed vestibule flanked by two large storefront vitrines. For a moment it is as if the customer, not unlike a mannequin, is part of the storefront display. The vitrines are essentially two sided, facing into the store as well as out to the street, blurring the line between interior and exterior. Toward the rear of the store floor, the steel and glass storefront and vitrines are mirrored, framing views into the tailor shop and cash wrap. Here the tailor and store assistants are working, almost as a living display, behind the glass walls. Low counters and low stools form a ‘hang-out’ space which promotes interaction and allows the customer to order, shop, and pay at ease.
Moving through the space, the themes of authenticity, being a working person’s brand, and the flavor of the neighborhood are strengthened and reinforced by the fixture materials and design, in combination with the use of found vintage objects. Once through the steel and glass vestibule, the customer is greeted by modular, vintage, black, cast-iron library stacks, not unlike those used in the New York Public Library; here the material and proportion sets the scale. In the next bays and extending into the center of the floor, crates made out of pine, perforated masonite, or douglas fir are organically arranged along the walls and in the center of the space, providing pockets, platforms and hanging opportunities for merchandize display.
Centrally located and forming a visible vertical void around which the next bays are organized, the convenience stair leads to the back-of-house spaces in the cellar. Dividing the spaces into two distinct sales areas (men’s and women’s), the stair is surrounded by a tight douglas fir box in plan, mirrored at the ceiling by a low pipe rail for further merchandize or prop display.
Just beyond the stair, the steel and glass walls shaping the cash wrap and tailor shops draw the customer in further and frame the entry to the fitting area. Detailed like a large dressing room, with framed mirrors and doors, the feature bar promotes further interaction and participation by the customer and store assistants. A large douglas fir box (echoing the stair enclosure) finished with a broad zinc countertop (as in a bar), is used for new denim display as well as serving as an i-pad station for Levi’s website access, providing an opportunity to highlight particular product or topics current with Levi’s. The space back here is dark and intimate, yet still generous.
In concert with some new launches in women’s fit and highlighting custom fitting, Levi’s wanted to create a series of stores that found the balance as a clear expression of the Levi’s brand (durability, cool, and authenticity) and a meaningful connection to the local context. Working with Levi’s we developed a series of three stores in New York, Boston, and Malibu, where each store drew on the synergy of combing local color and atmosphere with the rich, but always evolving brand.
Levi’s wanted the space to allow for customer participation and not feel intimidating. Stepping off the cobbled streets, entering a space that is familiar to the neighborhood, the customer arrives inside through a steel and glass enclosed vestibule flanked by two large storefront vitrines. For a moment it is as if the customer, not unlike a mannequin, is part of the storefront display. The vitrines are essentially two sided, facing into the store as well as out to the street, blurring the line between interior and exterior. Toward the rear of the store floor, the steel and glass storefront and vitrines are mirrored, framing views into the tailor shop and cash wrap. Here the tailor and store assistants are working, almost as a living display, behind the glass walls. Low counters and low stools form a ‘hang-out’ space which promotes interaction and allows the customer to order, shop, and pay at ease.
Moving through the space, the themes of authenticity, being a working person’s brand, and the flavor of the neighborhood are strengthened and reinforced by the fixture materials and design, in combination with the use of found vintage objects. Once through the steel and glass vestibule, the customer is greeted by modular, vintage, black, cast-iron library stacks, not unlike those used in the New York Public Library; here the material and proportion sets the scale. In the next bays and extending into the center of the floor, crates made out of pine, perforated masonite, or douglas fir are organically arranged along the walls and in the center of the space, providing pockets, platforms and hanging opportunities for merchandize display.
Centrally located and forming a visible vertical void around which the next bays are organized, the convenience stair leads to the back-of-house spaces in the cellar. Dividing the spaces into two distinct sales areas (men’s and women’s), the stair is surrounded by a tight douglas fir box in plan, mirrored at the ceiling by a low pipe rail for further merchandize or prop display.
Just beyond the stair, the steel and glass walls shaping the cash wrap and tailor shops draw the customer in further and frame the entry to the fitting area. Detailed like a large dressing room, with framed mirrors and doors, the feature bar promotes further interaction and participation by the customer and store assistants. A large douglas fir box (echoing the stair enclosure) finished with a broad zinc countertop (as in a bar), is used for new denim display as well as serving as an i-pad station for Levi’s website access, providing an opportunity to highlight particular product or topics current with Levi’s. The space back here is dark and intimate, yet still generous.
In concert with some new launches in women’s fit and highlighting custom fitting, Levi’s wanted to create a series of stores that found the balance as a clear expression of the Levi’s brand (durability, cool, and authenticity) and a meaningful connection to the local context. Working with Levi’s we developed a series of three stores in New York, Boston, and Malibu, where each store drew on the synergy of combing local color and atmosphere with the rich, but always evolving brand.
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