When one of the most recognized fashion brands needed a new retail concept for its underwear line, Janson Goldstein stepped up to reimagine the Calvin Klein Underwear image with a look that breaks away from standard neutral tones of the existing store design concept. In a new retail space in SoHo, the firm employed the edgy global design theme in monochromatic tones and sleek finishes that emphasize the Calvin Klein product and brand message.
Changes are immediately apparent from the exterior. Display windows sport full height, one-inch diameter, clear cast-acrylic rods. Suspended from the ceiling in a sinuous pattern, they create a suggestive glimpse into the store without obstructing views. Oversized graphic images are printed on semi-transparent film and mounted on moveable glass sheets for flexible seasonal displays.
Within the interior are a series of prefabricated fixtures that were designed for an easy rollout. Horizontal bar surfaces of aluminum panels that have been painted white organize products with an edge-lit frosted acrylic divider and faceout hangbars in polished stainless steel. In addition to clearer sight lines, the layout also provides a 25% increase in capacity. These units are backlit from behind, above, and below, generating contrast against the black mirror glass wall panels.
Men’s boxed products are displayed on clear, acrylic slide-out trays within metal boxes, that have been painted white. For a more sculptural experience, the stainless steel framing posts are positioned in a free-form arrangement. Floor fixtures are finished in clear, low-iron glass, white lacquer, and white leather. Fragrances are displayed against custom-designed, concave aluminum panels, polished to a glossy sheen.