DDi - August 2012 - (Page 22)

22 | Design Snapshot Under the hood A New York shop fuses retail store and retro hangout By Lauren Mitchell, Associate Editor hile its specialty is clear to passersby, The Hoodie Shop, which arrived in New York’s Lower East Side in March, has far more to offer than its fashion-mainstay namesake. Located at 181 Orchard St., the store features a unique half-boutique, half-hangout concept—the result of a collaboration between retail entrepreneur Aleah Speranza and nightlife expert Peter Shapiro. Entering the 675-sq.-ft. store, customers are transported into another world. New and vintage hooded clothing—in addition to outerwear, swimsuits, scarves and more—is hung from the ceilings and piled on the couches of what could easily be a living room straight out of the ’70s. “I wanted the store to be a celebration of the innovation, free spirit and energy of that era,” says Speranza, co-founder and creative director for The Hoodie Shop. Inspired by the Fillmore artwork that advertised the legendary bands of the ’70s, the space features a vibrant, retro color palette. The floor is spotted with acid-green Ligne Roset Togo couches, and the walls are covered with floor-toceiling psychedelic graphics. Merchandisers are made of acrylic, and vintage pieces are scattered throughout the space, including original Charles Hollis Jones barstools and Dansk lighting. Beyond the colors and materials, the sounds of the space also authenticate the ’70s vibe. The shop boasts a six-speaker, 7.1 surround sound system, as well as a 133-in. projection screen that plays classic concert footage and lifts to reveal a full DJ W booth—a set up that allows for a wide range of event possibilities. “It was my goal to keep the space event-ready,” Speranza says. “I didn’t want to have to move anything.” With lightweight seating, few racks on the floor and a cashwrap that doubles as a bar, the space goes from boutique to full-scale event space in no time, frequently hosting concerts, corporate events and more. “I wanted to channel the fun energy of the ’70s into a space,” Speranza says. “I wanted it to feel like you were standing inside a rock ‘n’ roll poster.” Drawing customers in with a uniquely specific merchandise concept and inviting them to stay with its nostalgic concert atmosphere, The Hoodie Shop delivers a one-of-a-kind retail experience. www.ddionline.com | August 2012 Photos: Adrian Wilson http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - August 2012

DDi - August 2012
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Harry Potter
Total Wine & More
Visual Super Section
DDI Student Window Challenge
Store Windows Showcase
Visual Products
Right Light
In-Store Technology
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - August 2012