American Apparel gets Graphic

Yesterday, the newest American Apparel location opened up on 5th Ave and 19th street in NYC. The last few years, the brand has spread like ivy around the country. This new location, while being recognizable from across the street, does show signs of evolution in the store design.

What caught our eye was the large black and white graphics on the upper sections of the perimeter wall. Maybe it’s because we’re so used to seeing full color photography from them. The image collage has an early 80’s feel and contains bits of architecture, products, and models. It makes more of a style statement than prior advertising which communicated more about the characteristics of the company. Is this the beginning of a shift in tone for the brand?

The rest of the store is really efficient, but no less creative. Stock catalog fixtures are used everywhere, but painted bright and pastel colors. Lots, and I do mean lots of lighting is used. The corner shop lights up most of the intersection when it gets dark. This will likely be an asset though as a new H&M is set to open in a few weeks just a few doors down.

We’re told this will be the last new store opened in the city for a while. Although some of the outer boroughs  may see some new location soon. More photos from our visit here:

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