Design encourages exploration, reflects SoHo spirit
VERA BRADLEY SOHO | New York
size: 4,295 sf
completion: September 2016
photos: jcstudios/Waldorf Photographic Art
Shop! member Gensler contributed to the design
REFLECTING THE NEIGHBORHOOD’S ARTSY SPIRIT, this design creates a warm, welcoming vibe that motivates customers to enjoy and explore the two-story flagship store. Housing an expanded offering of merchandise, the fashion-forward elements showcasing these items align with the brand’s product design focus on style-savvy Millennial professionals.
Drawing visitors through the space, the uncovering of windows in a formerly unused atrium lets light into the back of the store. An inviting seating area and a brick wall displaying the brand’s logo add to the atrium’s allure.
More branding emerges at an elevator shaft, which is turned into a work of art with luggage tags featuring Vera Bradley’s diamond stitch pattern. Painting the elevator door in the brand’s signature pink hue provides a vibrant, stylish touch.
Another brand color, warm gray, enhances the cast iron facade exterior and illuminates the building’s prewar details. Floor to ceiling exterior windows also allow customers to experience the store from the street.
Other elements include a flexible fixture “Fashion Wall” to display the exclusive, limited edition duffel bags inspired by taxicabs, the city’s skyline, and the Chrysler Building. Digital content, photography, and furniture also enhance navigation through three key merchandise zones — fashion, travel, and accessories.