Forty Five Ten At Hudson Yards

Forty Five Ten’s New York retail boutique brings together fashion, art, and emerging design talent in menswear, womenswear, and beauty in a modern setting strategically positioned to make a major innovative advancement for the industry. The store is curated into a series of art installations and architectural moments that encourage exploration, provoke thought and curiosity, and ultimately become tactile experiences for guests. Product and merchandise are incorporated directly into installations, allowing shoppers to feel like they are in a participatory, interactive art gallery that is simultaneously disjunctive and cohesive. This rebrand for Forty Five Ten’s flagship embodies a refreshed notion of luxury that affords the sheer freedom to dress, create, and express ideas as an individual.

This project scope encompasses a 16,000 SF retail finish-out in the new Shops at Hudson Yards in Manhattan. It consists of four separate boutiques facing each other across the concourse of the mall, creating a corner of the retail development that is almost entirely defined by Forty Five Ten’s distinctive blend of fashion and art. The individual storefronts are materialized using the same façade design language, creating cohesion between the different departments.

Designed like a museum, a series of collaborative and curated installations from emerging artists become integral to the display of Forty Five Ten’s merchandise, reinforcing their brand mantra. Bright colored interiors – walls and furniture alike – make the storefronts pop and enhances the energy inside. The lighting design reinforces the symbiotic relationship between architecture and fashion.

A Venetian glass brick storefront with dissolving edges visually melts into delicate plate glass and unites the separate storefronts. The artisan-crafted bricks were left with their inherent imperfections to create a textured surface that distorts views within the boutiques to quietly tease customers by allowing softly blurred views inside. Clear structural glue and glass bricks create a kaleidoscope effect that permits light, shadow, and color to interplay between the retail spaces and the mall concourse.