For Reformation’s Soho flagship, Festen Architecture softens technology with organic materials

By / / Building & Construction / 1 minute of reading


The warm, earthy style of Reformation’s New York flagship belies the technology-driven shopping experiences located within. The environmentally conscious clothing brand worked with Paris-based outfit Festen Architecture to redesign the space in the city’s Soho neighborhood. The brief was to reconfigure the store in order to launch a new technology-driven retail concept while keeping in line with the brand’s design ethos.

To fulfill the latter half of the goal, Festen incorporated natural tones like pink quartz flagstone flooring, displays made from stone or wood, and brown and muted ceramics from Sijeo Kim. With the row of skylights toward the back of the store, the color palette establishes a serene and inviting atmosphere while complementing the store’s earth-toned apparel.
Housed within a historic building, the redesign preserves vestiges of the pre-existing space. The architects kept the original columns inside the store in addition to the crown and ceiling moldings. The preservations help elevate the store with a sense of elegance, honor the site, and allow it to more cohesively integrate into the neighborhood.Read more on aninteriormag.com.





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Avatar of Dena Holloway
Dena Holloway is a writer, editor, and content creator based in the United States. She has written for a variety of publications, including Men With Wings Press, where she covers arts, automotive, travel, and fashion. She's also a certified yoga instructor and works as a freelance copywriter.

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