The Ulla Johnson store is located on a landmarked block of Bleecker Street in the historic district of Noho located in Manhattan's Greenwich Village. Elizabeth Roberts Architecture & Design, PC was hired to do the project along with Alexis Brown Interiors who collaborated on the interiors. 

One of the central goals of the project was to create a retail space that felt as comfortable as a residential interior.  The design team used many elements and proportions taken from residential interiors to create an entirely new architectural layout with familiar residential details while adding custom commercial elements that will hold up to commercial use.  The concept behind the new architectural floor plan was to break up the long retail space into a more residentially proportioned space with front and rear "parlors" connected by a decorative pass-through, while providing two dressing rooms off of the rear parlor and a bathroom for staff beside the sales desk. Though the building was not designed as a townhouse the new layout creates a space inside of a commercial building that is similar to a parlor level in a New York City townhouse.