This online retailer required a showroom for appointments as well walk-in clients. The downtown SoHo location was a perfect fit for both their essentially male-based clientele, and the colorful sense of humor the brand embodies. Wanting the store to have a mix of modern and traditional materials, we re-stained the original hundred year old floor and accentuated the exposed brick to maximize the character of the space. The custom clothing displays, reflect a mix of industrial heritage and mid century refinement using a combination of natural walnut and blackened steel. Telephone booth style fitting rooms and quirky detailing reflect the online brand’s humorous voice in a physical form.