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Forty Five Ten at Hudson Yards

1-story, 16,000 SF, fashion retail

500 W 33rd Street, New York City, New York

Program

Retail, 16,000 SF

Build

New

Interior Finish

Client

Forty Five Ten

Service

Architect

Interior Designer

Forty Five Ten’s New York retail boutique brings together fashion, art, and emerging design talent in menswear, womenswear, and beauty in a modern setting strategically positioned to make a major innovative advancement for the industry. The store is curated into a series of art installations and architectural moments that encourage exploration, provoke thought and curiosity, and ultimately become tactile experiences for guests. Product and merchandise are incorporated directly into installations, allowing shoppers to feel like they are in a participatory, interactive art gallery that is simultaneously disjunctive and cohesive. This rebrand for Forty Five Ten’s flagship embodies a refreshed notion of luxury that affords the sheer freedom to dress, create, and express ideas as an individual.

This project scope encompasses a 16,000 SF retail finish-out in the new Shops at Hudson Yards in Manhattan. It consists of four separate boutiques facing each other across the concourse of the mall, creating a corner of the retail development that is almost entirely defined by Forty Five Ten's distinctive blend of fashion and art. The individual storefronts are materialized using the same façade design language, creating cohesion between the different departments.

Designed like a museum, a series of collaborative and curated installations from emerging artists become integral to the display of Forty Five Ten’s merchandise, reinforcing their brand mantra. Bright colored interiors – walls and furniture alike – make the storefronts pop and enhances the energy inside. The lighting design reinforces the symbiotic relationship between architecture and fashion.

A Venetian glass brick storefront with dissolving edges visually melts into delicate plate glass and unites the separate storefronts. The artisan-crafted bricks were left with their inherent imperfections to create a textured surface that distorts views within the boutiques to quietly tease customers by allowing softly blurred views inside. Clear structural glue and glass bricks create a kaleidoscope effect that permits light, shadow, and color to interplay between the retail spaces and the mall concourse.

Awards

2020 IIDA Interior Design Competition, Finalist

2020 Shop! Design Awards, Silver Award Winner

2019 Interior Design Magazine BOY Awards Honoree, Innovation

2019 Interior Design Magazine BOY Awards Honoree, Fashion Retail

2019 Retail Design Institute, Innovation Award for Artistic Expression

2019 Retail Design Institute, Innovation Award for Fixturing

Publications

Interior Design Magazine, December 2019

“Best Retail Projects of 2019”


Interior Design Magazine, September 2019

“Four Culture and Commerce Giants Defining Hudson Yards”


The Business of Fashion, March 2019

“Can Forty Five Ten be the Millennial Generation’s Answer to Barney’s?,” Lauren Sherman


Dandelion Chandelier, October 2019

“Forty Five Ten is the best new cool luxury store in NYC,” Julie Murphy


We Heart, April 2021

“Fusing fashion and art, Forty Five Ten New York is a breathtaking retail experience that one might confuse with a trip to a gallery…,” Lisa Davidson


PaperCity, March 2019

“Forty Five Ten Takes Manhattan, Draws Mega Stars to Stunning Hudson Yards Opening,” Shelby Hodge


PRISM, March 2019

“5G Studio Collaborative presents surreal-futuristic interior design of luxury retailer Forty Five Ten’s spaces at Hudson Yards”

Quotes

“Breathtakingly rich in culture and contemporary art, the Forty Five Ten fits Manhattan like a glove and is a visual feast for fans of fashion and art, although the two need not be exclusive. Brilliant and bold, the Dallas-born brand continue to redefine what retail can and should be. Forty Five Ten is a blueprint others should follow.”

Lisa Davidson writing for We Heart



“Namely, eclectic and unconventional high fashion in an upscale, artistic environment.”

Julie Murphy for Dandelion Chandelier

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