Contract - July/August 2011 - (Page 99)
true blue
Flourishing in recent years with the arrival of fashion luminaries like Stella McCartney, Diane von Furstenberg, Hugo Boss, and Alexander McQueen, the western end of 14th Street in New York’s Meatpacking District has transformed into one of the most stylish stretches in the city. Yet thanks to the area’s landmark status, the character of the neighborhood’s hard-working heritage remains as well. Although it’s the newest retailer on the block, the recently completed Levi’s store looks and feels entirely at home in this context—almost as if it’s been there all along. Its easy fit with the neighborhood was no accident. Designed by New York–based Anderson Architects, the 5,000-square-foot store rings true not only to its context, but also to the Levi’s brand, which is firmly rooted in working-class America.
By Jean Nayar Photography by Oliver Link
New York–based Anderson Architects uses a palette of robust materials to reflect an all-American brand in the new Levi’s store in Manhattan’s Meatpacking District
“This store is a combination of location and brand—they spoke to each other and merged nicely,” says architect Oliver Link, the project manager from Anderson Architects, which designed not only this Levi’s store but others in Times Square, São Paolo, Boston, and Malibu. “The neighborhood has been about manufacturing, meatpacking, and storage—it has the feel of work and labor, and all of the buildings and materials reflect that. The Levi’s brand is also about working people. The existing materials in the neighborhood, as well as those we introduced in the store, have a roughness that played into that theme.”
Brand building with local flavor
A limited budget and a fast-track schedule of about 10 months from concept to completion reinforced the architect’s authentic, no-frills approach to the design. To set a welcoming and familiar tone, they created a transparent storefront using glass framed by raw steel
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Table of Contents for the Digital Edition of Contract - July/August 2011
Contract - July/August 2011
Contents
Editorial
Industry News
Product Focus: Change it Up
Product Focus: Angling for Attention
Product Focus: (Good) Writing on the Wall
Product Focus: Come Together
Best of NeoCon® 2011
Making a Marc
Becoming Kate
Ray of Light
True Blue
Nature Speaks
A New Home
Bloomie's New Edition
Shring to Fitness
Practice: Smaller, Sustainable Retail
Trends: Retail Retrofit
Designers Select: Fabrics
Sources
Ad Index
Perspectives
Contract - July/August 2011
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