Shop interiors for Theory, the New York-based fashion brand known for basics that fuse functionality with casual trends.
Our idea was to adhere to the brand’s existing combination of simplicity and functionality with New York loft-style materials and a general sense of ease, while adding and emphasizing a new concept: the flow of people. By coming up with a circulation plan as an urban planner might locate new roads within a city, we made careful provisions for people to flow into the shop naturally and move smoothly around it.
The Los Angeles store occupies a converted warehouse on Melrose Avenue. We added ‘plaza’ and ‘park’-like product display stages and lounge corners like to fit with the ‘road system’ in each shop and modulate each space. The exhibition tables and products are displayed as a series of junctions so as to create a clear detachment between the spaces.
We allotted more space than usual for the dressing rooms and created a buffer zone between the dressing rooms and the shop proper, so that shoppers can take their time trying on clothes and selecting items without thinking about the main flow of people. Together, these touches allowed us to respond to the different demands placed on the shop space while creating new flows of people that may, we hope, flow out into and color the city space around the shops, too.