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Joe Fresh Flagship



Editors’ Favorite Projects of 2012
1 ArtsQuest Center
Spillman Farmer Architects
2 eBay Offices
OSO Architecture
3 Joe Fresh Flagship
4 Munich Store
5 Salon Urbain
Sid Lee Architecture
& Ædifica
6 J House
dash design
7 Workshop Kitchen & Bar
SOMA Architects
Canadian clothing and accessories retailer Joe Fresh recently took a bite out of the Big Apple by opening a 14,000-square-foot flagship store in New York’s historic “Crystal Lantern” bank branch—a modernist landmark originally designed by Skidmore, Owings and Merrill. The building is wrapped with 27-foot-high glass windows that showcase the interior, and channel views upwards towards a floating, white terrazzo mezzanine and glowing ceiling that create the impression of weightless architecture.

“We kept the store open to the spectacular views, which we regard as a moving wallpaper of New York City,” says interior designer and Burdifilek creative partner, Diego Burdi. “The store is airy, colorful, urban and ever-changing, underscoring what Joe Fresh is all about.”

To protect the historic features of the building, none of the shop fittings were drilled into the floor, walls or ceiling. Instead, free-floating, sculptural merchandising systems complement the lightness of the host building. These custom-designed wardrobes can be easily arranged and reconfigured by Joe Fresh’s merchandising team into vignettes to separate collections and break down the space as desired.

Echoing Joe Fresh’s approach to fashion, Burdifilek paid careful attention to detailing and proportion, crafting the shop fittings from simple yet noble materials—but always with a contemporary twist. According to Burdi, “Joe Fresh is proudly Canadian, and reflecting that, our design is confident yet understated. If you look closely, you’ll find subtle but sophisticated nuances that create interest and distinguish the Joe Fresh aesthetic.”

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Editor's Thoughts:
"I have an abiding respect for historic buildings, and it’s always great to see a firm that can seamlessly introduce a fresh, contemporary design within an existing structure without disrupting it."
—Robert Nieminen