design:retail - August 2018 - 31

← The Phluid Project
represents not
only a retail
store, but also
a community,
a movement
and a safe space.

↓ Bleachers in the
gathering area pay
homage to artist
Keith Haring.

→ Graphic T-shirts
feature uplifting
messages about
inclusion and
connection.

easy access to trains from the other boroughs, its
proximity to universities, its heavy foot traffic and
its history with social activists, like Keith Haring.
Renovations totaling $4 million transformed the
3,000-sq.-ft. location from a coffeehouse into a
gender-free shopping experience, complete with
café and community space.
The interior, with its natural light, white fixtures
and open ambience, supports Phluid's ethos to
explore, express and embrace. "The aesthetic is a
backdrop of clean minimalism contrasted with color, visiting artist residencies and positive language
via our displayed social code," explains Christina
Zervanos, director of PR, The Phluid Project. The
café and coffee bar area helps reinforce the reality that the future of retail is about experience and
relates to a lifestyle. There's a gathering space with
bleachers, and the décor is a collaboration of art
installations intermixed with unisex mannequins
wearing available products. The space also is used

↘ Nitro cold brew
coffee maker
Rise Brewing Co.
occupies a retail
outpost within
The Phluid Project.

"The Phluid Project is a safe

place, where intolerance is
not tolerated and assumptions
are left at the door."
-ROB SMITH, THE PHLUID PROJECT

for community outreach, including poetry readings,
events and talks led by designers and other guests.
The 300-sq.-ft. community space is available to all
free of charge. It's furnished with a central discussion table and director-style chairs to symbolize that
everyone sitting in this space has a powerful voice.
"The [main] floor was designed to hold a high
capacity of product without compromising the

boutique shopping experience," Smith says. "The
shelving units and floor plan are intended to guide
the customer through the store, leading them on
a shopping experience unlike any other, showing them different ways to complete an outfit, as
well as offering moments of discovery. We like to
take risks and try new merchandising techniques,
while sticking to old elements that are tried and



Table of Contents for the Digital Edition of design:retail - August 2018

design:retail - August 2018 - Intro
design:retail - August 2018 - CT1
design:retail - August 2018 - CT2
design:retail - August 2018 - Cover1
design:retail - August 2018 - Cover2
design:retail - August 2018 - 1
design:retail - August 2018 - 2
design:retail - August 2018 - 3
design:retail - August 2018 - 4
design:retail - August 2018 - 5
design:retail - August 2018 - 6
design:retail - August 2018 - 7
design:retail - August 2018 - 8
design:retail - August 2018 - 9
design:retail - August 2018 - 10
design:retail - August 2018 - 11
design:retail - August 2018 - 12
design:retail - August 2018 - 13
design:retail - August 2018 - 14
design:retail - August 2018 - 15
design:retail - August 2018 - 16
design:retail - August 2018 - 17
design:retail - August 2018 - 18
design:retail - August 2018 - 19
design:retail - August 2018 - 20
design:retail - August 2018 - 21
design:retail - August 2018 - 22
design:retail - August 2018 - 23
design:retail - August 2018 - 24
design:retail - August 2018 - 25
design:retail - August 2018 - 26
design:retail - August 2018 - 27
design:retail - August 2018 - 28
design:retail - August 2018 - 29
design:retail - August 2018 - 30
design:retail - August 2018 - 31
design:retail - August 2018 - 32
design:retail - August 2018 - 33
design:retail - August 2018 - 34
design:retail - August 2018 - 35
design:retail - August 2018 - 36
design:retail - August 2018 - 37
design:retail - August 2018 - 38
design:retail - August 2018 - 39
design:retail - August 2018 - 40
design:retail - August 2018 - 41
design:retail - August 2018 - 42
design:retail - August 2018 - 43
design:retail - August 2018 - 44
design:retail - August 2018 - 45
design:retail - August 2018 - 46
design:retail - August 2018 - 47
design:retail - August 2018 - 48
design:retail - August 2018 - Cover3
design:retail - August 2018 - Cover4
https://www.nxtbook.com/nxtbooks/designretail/20200708
https://www.nxtbook.com/nxtbooks/designretail/20200506
https://www.nxtbook.com/nxtbooks/designretail/20200304
https://www.nxtbook.com/nxtbooks/designretail/20200102
https://www.nxtbook.com/nxtbooks/designretail/20191112
https://www.nxtbook.com/nxtbooks/designretail/20190910
https://www.nxtbook.com/nxtbooks/designretail/201907
https://www.nxtbook.com/nxtbooks/designretail/201906_v2
https://www.nxtbook.com/nxtbooks/designretail/201906
https://www.nxtbook.com/nxtbooks/designretail/201905_v2
https://www.nxtbook.com/nxtbooks/designretail/201905
https://www.nxtbook.com/nxtbooks/designretail/201904
https://www.nxtbook.com/nxtbooks/designretail/2019_v2
https://www.nxtbook.com/nxtbooks/designretail/201903_v2
https://www.nxtbook.com/nxtbooks/designretail/201903
https://www.nxtbook.com/nxtbooks/designretail/20190102_v2
https://www.nxtbook.com/nxtbooks/designretail/20190102
https://www.nxtbook.com/nxtbooks/designretail/20181112_v2
https://www.nxtbook.com/nxtbooks/designretail/20181112
https://www.nxtbook.com/nxtbooks/designretail/201810
https://www.nxtbook.com/nxtbooks/designretail/201809
https://www.nxtbook.com/nxtbooks/designretail/201808
https://www.nxtbook.com/nxtbooks/designretail/201807
https://www.nxtbook.com/nxtbooks/designretail/20180607
https://www.nxtbook.com/nxtbooks/designretail/20180405
https://www.nxtbook.com/nxtbooks/designretail/201803
https://www.nxtbook.com/nxtbooks/designretail/201802
https://www.nxtbook.com/nxtbooks/designretail/201801
https://www.nxtbook.com/nxtbooks/designretail/20171112
https://www.nxtbook.com/nxtbooks/designretail/201710
https://www.nxtbook.com/nxtbooks/designretail/201709
https://www.nxtbook.com/nxtbooks/designretail/201708
https://www.nxtbook.com/nxtbooks/designretail/201707
https://www.nxtbook.com/nxtbooks/designretail/201706
https://www.nxtbook.com/nxtbooks/designretail/201704
https://www.nxtbook.com/nxtbooks/designretail/201703
https://www.nxtbook.com/nxtbooks/designretail/201702
https://www.nxtbook.com/nxtbooks/designretail/201701
https://www.nxtbook.com/nxtbooks/designretail/20161112
https://www.nxtbook.com/nxtbooks/designretail/201610
https://www.nxtbook.com/nxtbooks/designretail/201609
https://www.nxtbook.com/nxtbooks/designretail/201608
https://www.nxtbook.com/nxtbooks/designretail/201607
https://www.nxtbook.com/nxtbooks/designretail/201606
https://www.nxtbook.com/nxtbooks/designretail/20160405
https://www.nxtbook.com/nxtbooks/designretail/201603
https://www.nxtbook.com/nxtbooks/designretail/201602
https://www.nxtbook.com/nxtbooks/designretail/201601
https://www.nxtbook.com/nxtbooks/designretail/20151112
https://www.nxtbook.com/nxtbooks/designretail/201510
https://www.nxtbook.com/nxtbooks/designretail/201509
https://www.nxtbook.com/nxtbooks/designretail/201508
https://www.nxtbook.com/nxtbooks/designretail/201507
https://www.nxtbook.com/nxtbooks/designretail/201506
https://www.nxtbook.com/nxtbooks/designretail/20150405
https://www.nxtbook.com/nxtbooks/designretail/201503
https://www.nxtbook.com/nxtbooks/designretail/201502
https://www.nxtbook.com/nxtbooks/designretail/201501
https://www.nxtbook.com/nxtbooks/designretail/20141112
https://www.nxtbook.com/nxtbooks/designretail/201410
https://www.nxtbook.com/nxtbooks/designretail/201409
https://www.nxtbook.com/nxtbooks/designretail/201408
https://www.nxtbook.com/nxtbooks/designretail/201407
https://www.nxtbook.com/nxtbooks/designretail/201406
https://www.nxtbook.com/nxtbooks/designretail/20140405
https://www.nxtbook.com/nxtbooks/designretail/201403
https://www.nxtbook.com/nxtbooks/designretail/201402
https://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201210
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20111112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201107
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201106
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201103
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20101112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201010
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201009
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201008
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201007
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201006
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200910
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200908
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200907
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200906
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200905
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200904
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200903
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200902
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200812
https://www.nxtbookmedia.com