Fashion brand Road to Awe (RTA) expands its retail footprint with the launch of its third brick-and-mortar location in New York. The 2,152-square-foot store, the label’s maiden outpost in the Big Apple, occupies a landmarked structure in SoHo.
Los Angeles-based Dan Brunn Architecture crafted the space with a streamlined, contemporary ethos with raw edge that contrasts RTA;s existing stores in Los Angeles and Las Vegas. “We wanted to honor the gritty and industrial nature of the existing historical building,” Dan Brunn says. “It was used for fabrication in its original form, and we wanted to make sure to convey that. There’s a sense of mystery and wonder, with the space flowing on a strict single point perspective.”
Divided along a central axis, the store is commanded by a futuristic mirrored chrome display crafted in partnership with Baccarat. The piece employs 2,000 pounds of glimmering shattered crystal and emits a sultry red glow echoed throughout the stark interior. Wood floors are painted in a gradient that evolves from white to black to complement the overhead blackened steel beams and display rods. The gradient climaxes with a bold red corner of the store that accommodates a red changing area lined with arches. Dark red lighting radiates, identical to the velvet curtains and nearby custom red velvet sofa “reminiscent of something you’d see in a quintessential Parisian café restaurant,” Brunn adds.
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