Palace Skateboards, a highly successful British streetwear and skateboard brand approached us to help locate a launching pad in New York for their entry into the USA. First we found the perfect location for them in Soho with two street frontages, allowing them to rent a portion and expand with time. And then we set to discovering their three-dimensional brand together.
They wanted each of their stores to retain their core essence but reflect the richness of their location. In New York they wanted to explore “Versace meets ... We heard their request for a defined core layout as three distinct settings. Skateboard gallery, display and full-on experience. This to include their award-winning videos. Palace keeps a clean clear presentation and displays one of each design with all additional sizes located behind the store.
We set about translating their tongue in cheek essence mixing classic with punk into three dimensions. 18 foot wide by 10 foot screen fills the entire back wall (and was engineered to pull out on a large tray for maintenance) A “skylight” designed to pull light into the rear of the store and above a fountain that one of the owners requested. Specifically “A cupid statue “pissing into a pond” their logo.
The pond itself is a mosaic lined logo with screens below the water allowing for further scene changes and reflections We sketched and set up the design for this with Atta Studios to hold their logo with a circulating pump and maintenance access-(no small feat!) Inlaid brass in three distinct stones, “elegant” security grates, dj station and a completely “pond Lined” basement to protect against “Canal” street potential flooding for their massive storage requirements.
Customers lined up for several days ahead of the opening with a “riot” an hour after opening much to the delight of the owners. Having fun with receptive adventurous clients knows no boundaries for our creativity and adventure with what can be achieved. And the end result, we are told, doubles and triples their value.
Project Name
Architecture and Interior Design
Client
Building Type
Status
Location
Palace New York
4+ Design
Palace
Commercial retail
Complete
New York City