Contract Magazine - September 2017 - 59
Project 109, located on
the lower level, includes
pop-ups (opposite two)
displaying a curated selection
of clothing, accessories,
and gadgets. It offers
amenities that invite
customers to linger after
store hours, such as a cafe
and cocktail bar (above).
distinctive, but the sections are unified by elements that repeat
across the two levels, such as the minimal clothing racks and
plasterwork wall renderings. Each one, however, bears its own set
of colors and finishes.
For example, in the section featuring international designers,
Virgile + Partners employed curved walls and varied wall claddings,
such as wooden shingles and egg boxes, as a backdrop for the clothing.
"There is a continuity with curved walls that helps guide customers
around the space," says Virgile, "while the different wall textures create
a subtle differentiation between each brand."
Unexpected amenities and controlled disruption
Throughout the boutiques, Virgile + Partners implemented a concept
that the firm refers to as "controlled disruption," in which unusual
and theatrical displays are carefully worked among the merchandise:
Midcentury furniture, taxidermy in glass vitrines, and backlit displays
of vintage comics or stamp collections are just some of the miseen-scènes adding to the context.
The upper level of the men's department houses casualwear,
formalwear, and tailoring, as well as a sizable personal shopping service
accessed by a gently sloped marble ramp. Virgile + Partners strived
to create a luxury residential feel. Inside the changing rooms, a closet
with two-door access allows sales assistants to fetch clothing for
customers without invading their privacy, a feature that Virgile picked
up in Hong Kong.
"To be different these days is much more challenging," Virgile
says, reflecting on the design. "Retail in general has really progressed
in terms of design, so you have to push boundaries."
On the lower level of the two menswear floors, Virgile and Harvey
Nichols pushed the boundaries with the creation of Project 109. Named
after the store's street number, Project 109 is a destination hangout,
with a cafe and cocktail bar as well as a barbershop. These amenity
spaces remain open long after the store closes, when a metal mesh
curtain seals off the cafe and bar from the adjacent pop-ups that
display a curated selection of fashion, accessories, jewelry, gadgets,
and books. The double-height entrance and digital screen beckon
passersby from the street at night, bringing life into the store beyond
normal hours while adding a bit of fun and visual drama. c
contract
Contract Magazine - September 2017
Table of Contents for the Digital Edition of Contract Magazine - September 2017
Contract Magazine - September 2017
Contents
Editorial
Industry News
Designer You Should Know: Brendan Ravenhill
Columnist: Offering Change Management Services Within a Well-Rounded Practice
Product Focus: Love Letter to London
Product Briefs
Dolce & Gabbana Tokyo
Harvey Nichols Menswear and Project 109
Rajeunir
West Elm Headquarters
Kettal
Interview Gesture, Movement, and Sound: The World of HUSH
Competition: 2017 IIDA Best of Latin America and the Caribbean
Designers Select: Retail
Sources
Ad Index
Exhibition: J’adore Dior
Contract Magazine - September 2017 - Contract Magazine - September 2017
Contract Magazine - September 2017 - Cover2
Contract Magazine - September 2017 - 1
Contract Magazine - September 2017 - 2
Contract Magazine - September 2017 - 3
Contract Magazine - September 2017 - Contents
Contract Magazine - September 2017 - 5
Contract Magazine - September 2017 - 6
Contract Magazine - September 2017 - 7
Contract Magazine - September 2017 - 8
Contract Magazine - September 2017 - 9
Contract Magazine - September 2017 - 10
Contract Magazine - September 2017 - 11
Contract Magazine - September 2017 - 12
Contract Magazine - September 2017 - 13
Contract Magazine - September 2017 - 14
Contract Magazine - September 2017 - 15
Contract Magazine - September 2017 - 16
Contract Magazine - September 2017 - 17
Contract Magazine - September 2017 - Editorial
Contract Magazine - September 2017 - 19
Contract Magazine - September 2017 - Industry News
Contract Magazine - September 2017 - 21
Contract Magazine - September 2017 - 22
Contract Magazine - September 2017 - 23
Contract Magazine - September 2017 - 24
Contract Magazine - September 2017 - 25
Contract Magazine - September 2017 - 26
Contract Magazine - September 2017 - 27
Contract Magazine - September 2017 - Designer You Should Know: Brendan Ravenhill
Contract Magazine - September 2017 - 29
Contract Magazine - September 2017 - Columnist: Offering Change Management Services Within a Well-Rounded Practice
Contract Magazine - September 2017 - 31
Contract Magazine - September 2017 - Product Focus: Love Letter to London
Contract Magazine - September 2017 - 33
Contract Magazine - September 2017 - Product Briefs
Contract Magazine - September 2017 - 35
Contract Magazine - September 2017 - 36
Contract Magazine - September 2017 - 37
Contract Magazine - September 2017 - 38
Contract Magazine - September 2017 - 39
Contract Magazine - September 2017 - 40
Contract Magazine - September 2017 - 41
Contract Magazine - September 2017 - 42
Contract Magazine - September 2017 - 43
Contract Magazine - September 2017 - 44
Contract Magazine - September 2017 - 45
Contract Magazine - September 2017 - 46
Contract Magazine - September 2017 - 47
Contract Magazine - September 2017 - Dolce & Gabbana Tokyo
Contract Magazine - September 2017 - 49
Contract Magazine - September 2017 - 50
Contract Magazine - September 2017 - 51
Contract Magazine - September 2017 - 52
Contract Magazine - September 2017 - 53
Contract Magazine - September 2017 - Harvey Nichols Menswear and Project 109
Contract Magazine - September 2017 - 55
Contract Magazine - September 2017 - 56
Contract Magazine - September 2017 - 57
Contract Magazine - September 2017 - 58
Contract Magazine - September 2017 - 59
Contract Magazine - September 2017 - Rajeunir
Contract Magazine - September 2017 - 61
Contract Magazine - September 2017 - 62
Contract Magazine - September 2017 - 63
Contract Magazine - September 2017 - West Elm Headquarters
Contract Magazine - September 2017 - 65
Contract Magazine - September 2017 - 66
Contract Magazine - September 2017 - 67
Contract Magazine - September 2017 - 68
Contract Magazine - September 2017 - 69
Contract Magazine - September 2017 - 70
Contract Magazine - September 2017 - 71
Contract Magazine - September 2017 - Kettal
Contract Magazine - September 2017 - 73
Contract Magazine - September 2017 - 74
Contract Magazine - September 2017 - 75
Contract Magazine - September 2017 - 76
Contract Magazine - September 2017 - 77
Contract Magazine - September 2017 - Interview Gesture, Movement, and Sound: The World of HUSH
Contract Magazine - September 2017 - 79
Contract Magazine - September 2017 - 80
Contract Magazine - September 2017 - 81
Contract Magazine - September 2017 - 82
Contract Magazine - September 2017 - 83
Contract Magazine - September 2017 - 84
Contract Magazine - September 2017 - 85
Contract Magazine - September 2017 - Competition: 2017 IIDA Best of Latin America and the Caribbean
Contract Magazine - September 2017 - 87
Contract Magazine - September 2017 - 88
Contract Magazine - September 2017 - 89
Contract Magazine - September 2017 - 90
Contract Magazine - September 2017 - 91
Contract Magazine - September 2017 - 92
Contract Magazine - September 2017 - 93
Contract Magazine - September 2017 - 94
Contract Magazine - September 2017 - 95
Contract Magazine - September 2017 - 96
Contract Magazine - September 2017 - 97
Contract Magazine - September 2017 - Designers Select: Retail
Contract Magazine - September 2017 - 99
Contract Magazine - September 2017 - Sources
Contract Magazine - September 2017 - 101
Contract Magazine - September 2017 - Ad Index
Contract Magazine - September 2017 - 103
Contract Magazine - September 2017 - Exhibition: J’adore Dior
Contract Magazine - September 2017 - Cover3
Contract Magazine - September 2017 - Cover4
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