Known for creating multiple locations of the pastel-hued, women-focused coworking startup the Wing, New York-based architect Alda Ly has made a name for herself crafting visually striking solutions that respond to customers’ needs. Indeed, a recent spate of projects has showcased her innate talent for understanding the often fickle consumer. She’s redefined healthcare with the restrained Parsley Health medical practice in New York, which earned accolades for its inviting atmosphere, and currently she is translating ecommerce darlings like Rent the Runway and ThirdLove into appealing brick-and-mortar outposts that feel more like chic hotel lobbies than traditional retail stores.
Blurred Lines
When concepting a project, Ly looks outside of that specific discipline for inspiration so she doesn’t feel compelled to conform to rigid, outdated standards. Rent the Runway’s San Francisco flagship, for example, is more than just a clothing boutique. A Bluestone Lane coffee kiosk joins different seating arrangements that encourage lounging or coworking. Programming, including local entrepreneur spotlights and pop-up events for peer brands, can also be hosted in the two-story space. Ultimately, “it’s about being around people and finding your community,” she says.
Beyond Ecommerce
While some lament the death of retail, if done right, it can provide a multisensory, multilayered experience, with customers actually looking forward to leaving their homes. This goes beyond the color and material palette. “For us,” Ly says, “the store design is there to reflect the brand and create a curated customer journey.” With lingerie company ThirdLove, one of the key tenets of the online experience is the Fit Finder quiz. To replicate that at the New York concept store, tablets are set up for customers to take the quiz alongside a fit stylist, who is a personal assistant of sorts, answering questions and offering one-on-one consultations, as well as hand-delivering the customized bra selections for a more individualized approach.
Dress for Success
Many people avoid the sometimes stressful trying-on process altogether by shopping online. But Ly, along with her all-female team, focuses on comfort (and security) above all else. “It just so happens we’re the perfect customer. We get into the mindset of what it would be like for us to go through this process,” she says of her empathetic design style. This is apparent in ThirdLove’s fitting rooms, which are outfitted with flattering lighting, angled mirrors, and even a double-curtain vestibule for guests who prefer more privacy. “With bra fitting, it’s extreme,” she says. “You’re completely topless, so you want the surroundings outside the dressing room to make you feel safe.” Conversely, Rent the Runway’s flexible, spacious try-on areas support social interaction, while the member’s lounge serves a variety of needs, acting a beauty bar, communal dressing lounge, or another cozy seating nook. “We try to be playful,” Ly adds, “but it’s all about comfort and making sure you’re taken care of.”
At ThirdLove’s New York store, a sculptural, abstract bra display doubles as a piece of art
A residentially informed seating alcove at ThirdLove invites shoppers to relax
Motivational words mark a staircase at the two-story Rent the Runway in San Francisco
Rent the Runway’s member’s lounge boasts a beauty bar wrapped in a palette of gray, blue, and gold
