The Proenza Schouler a flagaship store in SoHo recontextualizes the shopping experience by transforming the traditional retail environment into an immersive, gallery-inspired store.

“We wanted to create a space that allows us to share some of the things we look at and are inspired by when working on our collections, a space that is constantly moving and never static. The intention is for the store to be experiential, one that encourages a sense of discovery and gives the work we make context through what else is presented alongside it,” said Jack McCollough and Lazaro Hernandez, Co-Founders and Creative Directors, Proenza Schouler

The design, led by Kate McCollough, takes its cue from the fine art world, inviting visitors to explore the brands collections with an emphasis on discovery. The space, which features white, clean walls and glossy poured concrete floors, is devoid of traditional retail fixtures like rails and shelves, replacing them instead with monumental cubes that showcase the collection discretely. Functioning as fitting rooms, the interiors are outfitted with soft, plush carpeting.

Strategically placed side niches feature the brand’s collection of shoes and bags. The overall design strikes a balance between the industrial and refined, making it as much a vehicle for showcasing works that inspire as it is a fully functional retail destination, a space constantly in motion.

The brand’s current store at 121 Greene Street will be operational until the end of January.