Soft Brutalism

The concept store, designed in collaboration with fashion designer Siki Im, seeks to radically transform the existing space and breakdown the traditional norms of retail and exchange. The structure, which is the former sales trailer for the HL23 building designed by Neil Denari, is filled end to end with large ramp-form that creates an unexpected gathering space with undefined programmatic possibilities. Soy-based spray foam used to cover the interior and exterior of the structure creating a supple surface for inhabitation on which visitors are required to remove their shoes. Small niches and ledges are carved into the foam to create areas for display and seating. The clothes are embedded beneath the ramp on either end, encouraging visitors to explore the extents of the space and experience the clothes in very intimate environments.

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