Menswear brand Mack Weldon has unveiled its maiden brick-and-mortar space at New York’s sprawling Hudson Yards development. Crafted by Brooklyn-based firm Frederick Tang Architecture, the new store embraces the e-commerce roots of the brand with technological elements that comprise a multi-sensory shopping experience.
Anchored by a custom sculpture at its heart, the space is detailed with a range of modular, white oak displays, some of which are emblazoned with vinyl decals that depict fashionable quotes from Mark Twain. The interiors are further punctuated by blackened steel hanging rods and granite detailing, while custom oblong mirrors serve as functional and stylish partitions.
A mix of tactile and digital elements promote engagement across the playful environment, such as iPads that are installed at the front and center of the store to allow for engagement with the brand’s e-commerce inventory. In addition, an open wall behind the register is conceived to display a video projection, while dual game consoles host “Mack-Man,” a 1980s-inspired arcade game that prompts users to dress the naked “Mack-Man” with Mack Weldon essentials.
