A creative practice exploring time, memory, and the relationship between our lived experience and the physical world

Argent — SoHo

Client:

Argent

Type:

Spaces

Location:

93 Crosby Street New York City

Year:

2022

Discipline:

Experiential Strategy

Spatial Design

Production

Overview

Argent, a workwear brand for the modern woman, required a simple, elevated brick-and-mortar experience that would offer meaningful connection and unexpected value around their products and community. At the core, the refreshed retail experience would need to lex from personal styling appointments to community events—navigating the spheres of private and public with the agility and ease of the modern woman to whom the brand serves.

1/4 The storefront at 93 Crosby Street.

STRATEGIC APPROACH

Located in a 1900’s-era building on a light-dappled cobblestone street, nestled beside a young gingko tree, the Argent retail concept is an exploration of the meaning of “work” across time: an ode to the classic work-live lofts of the SoHo neighborhood’s industrial past, and a new home for a community of New York women working to build the future.

Fig 1.0 93 Crosby Street storefront, 1934

From the 1880’s–1950’s New York’s textile industry began moving into Soho and remained until the 1950’s, when the first artists in search of large raw spaces began moving in.

Fig 2.0 Donald Judd’s Spring Street Loft, 1982

Artists’ Lofts: 1960’s–1970’s — Many buildings in SoHo had been built as commercial lofts, which attracted artists who valued them for their large areas, large windows admitting natural light and low rents.

1/4 The storefront retains some original details.

Senses & Atmosphere

Keeping the raw surrounding of brick walls and concrete intact, a palette of oak wood and brushed steel were integrated to add elements of both warmth and utility, and to serve as a blank canvas for the ever-changing palette of Argent’s suiting. Linear wall racks and case pieces were all designed custom for the space, punctuating their intent of use, and oak paneled dressing rooms created an inviting envelope for the try-on experience and product.

Furnishings nod to live and work with domestic touches offering elevated comfort to balance the utilitarian space: soft lighting, framed portraits, and a curated selection of vintage French and Italian design pieces for seating. At the center of the store, the custom mahogany communal table took inspiration from designer Charlotte Perriand—a nod to female designers who were able to carve out their space in a male-centric world—reconceptualized in its form and faceted leg detailing.

Initial thoughts, materials, and ideas.

Credits

Photography — Sean Davidson

Millwork & Fabrication — Brooklyn Fabrication

Custom Table — Jude di Leo