Arche: Soho, NYC
project scope: interior design full scope and re-branding package
Project Size + type: 1,000 sqft existing retail storefront
- institute of store planners award 2001-
with kramer hutchison
Tasked with the challenge of reinventing the brand and retail presence for this well-established company, this project focused on extending appeal to younger customers without alienating existing clientele. Storytelling through a palette of color, natural elements, and fresh sophistication became the strategy for an updated store experience. Gels in light fixtures and floor platforms allow for flexible color schemes (achieving low labor and cost rotation) while removable suede surfaces reflect seasonal trends.
Original concept sketch for store design
The wood floor rises to accommodate seating and then weaves behind the glass wall, peeking through to provide display for key products. Images and text play along the glazing, wrapping the retail experience and informing the customer, both established and potential, of the company's strong family history and core values.
Floor plan of store layout. (Drawing courtesy of Kramer Hutchison)
Branding focused on maintaining the signature red while bringing the feel into a timeless application. Clean lines, updated font, and embossed logos finished the new look across materials.
Integrated branding in store (Image courtesy of Kramer Hutchison)
Branding re-design (Image courtesy of Kramer Hutchison)