For this project we were given a brief from David Dalziel, Founder and Creative Director of Dalziel+Pow, in which we had to choose a brand to launch and define in America. We were to create a true reflection of the brands identity.
The site for the new store being where Topshop is currently located, in SoHo, New York.
The brand(s) I chose to launch were Danish brand Humör and its sister brand Rütme. Although the brand is relatively new, launching in 2008 and its sister in 2010, it is already making a name for itself in Europe.
With its inspiration coming from electronic music, and the pulse from ever-changing street wear on the metropolises, I think this brand brings a new flavour to the New York street style.
Currently the company does not have its own store and occupies small spaces in shops such as Triple S or Yakuza and appear in many online stores.

Initial ideas were taken from quotes the company made about the brand, such as 'Street style from Tokyo, Berlin, London and New York plays a part but we get our inspiration from all sorts of places: colours on advertising posters from the '80s or graphic design on tracksuits from the early '70s, plus a good dose of cyber culture and humour'.

Looking into street graffiti and music lead me to find many images I used as influence in my final design. 

The store layout was inspired by my trip to New York, where you can see that the main walkway through the store is set diagonally, like Broadway is and the stands are positioned at 90 degree angels from each other, replicating the streets of New York.