Soft Brutalism — New York, New York
Category: Commercial, Exhibition
Size: 800 s.f.
Team: Chris Leong, Dominic Leong, Tracey Coffin, Brandt Graves, Ji Won Lee, Andrei Koschmieder, Suemin Jeon, Scott Sorenson, Danny Thai
Collaborators: Siki Im
The concept store, designed in collaboration with fashion designer Siki Im, radically transforms the existing space and breaks down the traditional norms of retail and exchange. The existing structure is filled end-to-end with a large ramp-form that creates a gathering space with undefined programmatic possibilities. Soy-based spray foam creates a supple surface for inhabitation. Visitors must remove their shoes before entering the space. Small niches and ledges are carved into the foam to create areas for display and seating. The clothes are embedded beneath the ramp on either end, encouraging visitors to explore the limits of the space and experience the garments in a very intimate environment.