Hudson Yards mall is a space where all brands are calling out to the pedestrian to come inside. The Theory store creates a threshold between mall and store. Upon crossing from the high gloss tile into a concrete darker, stepped back storefront, the visitor experiences high ceilings and poured board form concrete wall in an interior mall. Stepping through sixteen foot high doors, when closed, cancel out noise of music and bright “buy me” lights into a quiet, evenly lit, museum like space where the product lives to speak for itself, without distractions - a different shopping experience from neighboring stores.