menu

SoHo Retail Installation Resembles Canopy of Flowers

SoHo Retail Installation Resembles Canopy of Flowers
Retail

A temporary store installation draws shoppers in with a floral theme

Rachel Pincus
  • 19 august 2014

In New York’s SoHo neighborhood, fresh ideas in retail are often tested on an audience of millions of shoppers every year. With that many pairs of eyes, it’s possible to make an impression even when those eyes might belong to little more than window shoppers. And with the area’s cultural cachet having been built on its art galleries (despite the fact that they’ve mostly been replaced with chain stores now), it makes sense that high-end boutiques like Melissa would want to harken back to this golden age by mixing up the two categories. The result combines high fashion (involving plastic shoes, no less) and striking installation art to create an experience where the store, not just the product, is the center of attention.

Melissa_16.jpg

The We Are Flowers installation in Melissa’s Greene Street boutique resembles a vortex of verbal beauty, with an enormous expanse of 20,000 translucent, multicolored flowers forming a canopy from the front to the rear of the store. According to the engineers at SOFTLab, the installation relates visually to Melissa’s “We Are Flowers” collection in that it embodies its aesthetic values: it is “technically innovative with attention to every detail, but first and foremost a design that expresses sensuality through its form and brings joy and color to the Melissa experience.”

ELEVATIONS

The flowers hang from a mylar net made out of more than 4,000 pieces, and though it looks strong it actually works through an opposing principle. “The installation is a surface that forms its shape when it is held in tension. So the frame is not hanging from the ceiling, but rather it is pulling the installation out towards the walls,” studio founder Michael Svizos explains. “To make sure the surface of the installation was pulled taut we designed a detail that included a spring to pull the frame to the north and south walls. We did a number of mock-ups of this detail in the studio to make sure that we had the proper pulling force and necessary tolerances.” The renderings of the installation from various angles just show how all-around elegant it is.

Melissa_ext_01.jpg

According to Svizos, who has worked with many such installations, the trend of intricate but temporary store displays resemble an expanded version of the intricate window displays that have become a hallmark of high street shopping everywhere. He sees three concrete benefits for stores:

1. Rather than spending a large sum of money on an exuberant renovation which may have to be redone in 3-5 years some brands are opting for a simple white “gallery” space. This way they spend less money on a renovation and spread it out on commissioned art/design pieces.
2. By doing this it creates the potential for marketing, buzz, etc. and the potential to have an opening and event with each install.
3. These installations tend to happen with a collection. For some brands the collections are radically different and they would rather have a retail experience that matches the concept of that collection. By commissioning an installation throughout the year it allows a store to do that (as in the case with Melissa).

And of course, all these benefits will continue to be amplified as shoppers continue to gather and share. It’s just one fun perk of staying connected to brick-and-mortar retail.

[h/t] New York Magazine

 

Retail
Trending

Turn Any Wearable Into A Mental Health Tracker

Fitness / Sport
Work Yesterday

Amazon Is Experimenting With A 30-Hour Work Week

The online retailer is launching a pilot program that will allow a technical team to work with a considerably shortened schedule

Fitness / Sport Yesterday

How The Rio Olympics Stood For More Than Just Games

PSFK rounds out the Rio Games with our picks for the finest moments beyond sports

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Retail Yesterday

Mobile Travel App Embraces Cognitive Computing

The Orlando Tourism Board is looking to IBM Watson to provide personalized local recommendations for visitors

PURPLELIST EXPERTS

Mike Karnjanaprakorn

Sharing Economy, Education, Community

Automotive Yesterday

Bike-Friendly Apartment Building For Swedish Cyclists

A residential space is being designed for commuters to easily transport goods

Advertising Yesterday

Nike Takes Over An Entire City Block With A Giant Running Track

The Unlimited Stadium is shaped like a 100-meter sole print of the brand's LunarEpic sneaker

Gaming Yesterday

Fortune Cookie Service Brings Bad News To Your Doorstep

To promote their new delivery service Blackbox, the creators of Cards Against Humanity are delivering unfortunate messages in an edible form

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs Yesterday

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Arts & Culture Yesterday

This Picture Frame Could Be The Lava Lamp For A New Generation

Slow Dance makes real objects appear to move in slow motion

Work Yesterday

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Yesterday

Airport Mural Puts Passengers In The Clouds

The installation in an Amsterdam terminal lets travelers float through a series of billowing 3D digital shapes

Automotive Yesterday

DevBot Is An Intelligent, Driverless, Electric Car

The unmanned test vehicle from RoboRace is a preview of upcoming AI race models

Augmented / Virtual Reality Yesterday

AR Ski Goggles Make Racing Down The Slopes Even More Immersive

Israeli startup RideOn weaves digital overlays into the thrill of skiing with an unconventional pair of protective eyewear

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Advertising Yesterday

Japan Wants To Make 2020 Olympic Medals From Recycled Electronic Waste

The Tokyo Games could showcase the first-ever gold, silver and bronze awards made from discarded phones and computers

Culture Yesterday

This Small Town Has Become A Hide-and-Seek World Championship Destination

An old abandoned village in Northern Italy has become a massive playground for over one hundred competitive players

Design Yesterday

Garmin’s New Smartwatch Is Challenging The Luxury Market

The brand adds a premium version of its popular multi-sport trainer to its accessories collection

No search results found.