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DAVIDsTEA: Upper East Side - USA, New York, New York - 2011
The bright, open storefront invites passersby to come in and explore.
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Design Team
Jordan Parnass, Sean Karns, Anthony Moon, Seth Embry, with help from the DAVIDsTEA team.
Contractors
DAMA Construction, Breton Avenir
Photography
Sean Karns
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Founded in 2008 with the philosophy that “tea is fun,” DavidsTea has grown from one store in downtown Toronto to more than 70 retail outlets across Canada. For their first stores in the United States, DavidsTea turned to Brooklyn-based Jordan Parnass Digital Architecture (JPDA) to analyze their existing shop environments and come up with a fresh design to create a powerful retail brand experience.
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DAVIDsTEA Coming Soon to NYC!
JPDA opens DavidsTea's first US location on New York's Upper East Side.
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Reliance 3G Experience - India - 2011
A ganged set of the modular units present the various technologies brought alive through 3G.
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The Reliance 3G Experience focuses on lifestyle integration, showcasing the power and capability of 3G services to enhance the consumer’s daily life.
Individual technological features are highlighted on the surfaces of free-standing modular display elements, which are joined together to form a complete interactive environment.
Each element can independently showcase 3G services, or connect to adjacent units to provide a larger experience. Interactive features include live 2-way video calling, streaming video jukeboxes, and exclusive Bollywood and cricket content.
The overall experience scales to accommodate the wide variety of sizes and layouts of the existing retail stores.
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JPDA engaged by India's Reliance Communications to develop a nationwide in-store brand experience.
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Dedegumo Watch Atelier - USA, New York, New York - 2010
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Design Team
Jordan Parnass, Sean Karns, Anthony Moon, Darrick Borowski, Michael Freimuth
Contractors
Workshop Design Build, Supreme General Contracting
Photography
Sean Karns
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While exploring Kyoto, the client happened upon a small shop consisting of two artisans who were busily crafting components for a collection of unique watches.
“The connection between the watches on display and the actual craft of them being made was something special.”
He decided on the spot to bring the concept to New York, and enlisted JPDA to find an appropriate location and develop a retail store and web site.
The design adapts a regional vocabulary of fine wood carpentry, rough stone and hand forged metals and reinterprets them to create a dramatic brand showcase.
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dedegumo watch shop featured in New York Times Thursday Styles section
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O2 Retail Estate Strategy 2008 - UK, London - 2008
Sign up for your new Connectivity Package in a relaxed lounge environment.
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Design Team
Jordan Parnass, Darrick Borowski, Sean Karns, Randy Plemel, Jeroen Geuens, Milene Boyd, Gilles Muoy, Owen Gerst, Anthony Moon, Christine Collister, Tara ShoenHolz
Consultants
Client design team: Shadi Halliwell, Kim Chapman, Simon Smith
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As part of O2’s continually evolving business strategy, 2008 was to see the launch of a new Brand Promise – “Helping Customers Connect” – and with it a new roadmap to take the company into 2011 and beyond. O2 asked JPDA to develop a multi-year strategy for evolving its retail estate to help the company deliver on these goals.
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JPDA awarded bid to design The O2's latest concert venue in Dublin
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Loeffler Randall Showroom and Offices - USA, New York, New York - 2009
The rough brick walls of the existing space serve as a backdrop for austere showroom insertion.
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Anticipating future growth, New York-based Fashion designers Loeffler-Randall planned to relocate their space to the Manhattan neighborhood of SoHo. The aim was to create an office with two distinctive and clearly separated uses. The showroom serves as the designer's window to the outside world, allowing buyers and editors a one-on-one with the clothes. Hidden behind the hanging wall of the showroom lies the office space, allowing swatches and inspiration to be strewn about without the need to tidy up when guests are over.
By focusing on the public spaces of the office, we were able to deliver a highly refined design while keeping the budget low. The office space benefits from off the shelf parts arranged and assembled in such a way as to appear custom.
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Labyrinth - Japan, Tokyo - 2009
Interior rendering
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Design Team
Jordan Parnass, Darrick Borowski, Sean Karns, Jeroen Geuens
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Labyrinth is an immersion into a glossy, seductive, process of exploration. It is a journey pairing the feelings of mysterious uncertainty with exclusivity, privilege and voyeurism, turning the familiar shopping ritual into an interactive narrative exposition.
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At first glance, all that is visible are the reflections on the mirrored walls and floor. Upon entering the space, the shopper’s steps cause both the floor segments and adjacent glass walls to become illuminated. The lights reveal that behind the smoked mirror glass are merchandising vitrines containing mannequins and garments styled in the manner of film stills.
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American Apparel: Forum Shops - USA, Nevada, Las Vegas - 2007
View from the entry to the store
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Design Team
Sean Karns, Randy Plemel, Darrick Borowski, Rik Ekstrom Consultants
Creative Design Architects, MSA Engineering Consultants, Contractors
Shaw-Lundquist Associates, Franklin Drywall, Suppliers
Photography
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Set in one of Las Vegas' most lavish shoping centers, JPDA set out to distinguish American Apparel from the opulence by creating a refined and minimal environment while maintaining the guidelines set out by the mall.
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American Apparel: Shanghai - China, Shanghai - 2008
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Design Team
Darrick Borowski, Bjorn Andersson, Randy Plemel Contractors
Shanghai Jingling Interior Design Construction Co. Ltd Photography
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American Apparel: Nali Mall - China, Beijing - 2008
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Design Team
Darrick Borowski, Bjorn Andersson, Randy Plemel Contractors
Shanghai Jingling Interior Design Construction Co. Ltd Photography
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American Apparel: China World Trade - China, Beijing - 2008
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Design Team
Darrick Borowski, Bjorn Andersson, Randy Plemel Contractors
Shanghai Jingling Interior Design Construction Co. Ltd Photography
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American Apparel: Covent Garden - UK, Westminster, London - 2007
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Design Team
Sean Karns, Darrick Borowski, Randy Plemel Contractors
Primary Contractor: SAJO; Electrical: SES Photography
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American Apparel and JPDA scoured the Covent Garden’s small historic shopfronts for years looking for a space which reflects the company’s unique brand sensibility while accommodating the vast and constantly expanding product line. While no single shopfront was adequate, two adjoining spaces were deemed usable once the retail floor was expanded into the existing cellars. The patchwork historic nature of the space was embraced by exposing the existing brick walls in juxtaposition with new finishes, fixtures and merchandise.
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iPhone UK Launch - Europe, UK - 2007
Table tops are composed of reclaimed white oak timbers, laid up to feel like a utilitarian “worktable,” while the bases, which house power, data, and alarm systems, were made of folded steel.
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Design Team
Jordan Parnass, Darrick Borowski, Sean Karns, Gilles Muoy Consultants
Client design team: Raichelle Weller, Catherine Cleaver Photography
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Working with Apple and its UK mobile partner O2, JPDA developed the display fixture system for the launch of the iPhone in 2007. The Brief was to design a fixture which would serve as a platform for the two brands to present the iPhone as both wholly Apple’s and yet very much ‘brought to you by O2’. This was an especially tricky brief as both brands would need to sign off on the design, many technological and infrastructure obstacles would need to be overcome, and time to launch was extremely short.
JPDA’s solution was to employ simple forms, and familiar unassuming materials that captured the essence of both brands in a friendly and functional object.
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American Apparel: Upper West Side - USA, New York, New York - 2008
The exposed ductwork and track lighting create a sharp pattern to compliment the arrangement of floor and wall displays.
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Design Team
Darrick Borowski, Jeroen Geuens, Danny Orenstein Photography
Sean Karns, Darrick Borowski
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American Apparel: Harlem - USA, New York, New York - 2008
A large format sticker was adhered to the facade, giving the illusion that the image is painted directly onto the surface.
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Design Team
Darrick Borowski, Jeroen Geuens
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American Apparel: 7th Avenue - USA, New York, New York - 2008
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Design Team
Randy Plemel, Milene Boyd, Nick Dewald Contractors
General Contractor: New York Construction; Mechanical Engineers: PI Mechanical Suppliers
Specialty lighting: M Fried Photography
Sean Karns & Darrick Borowski
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O2 Concept Store at The O2 - UK, Greenwich Peninsula, London - 2007
Staff can show visitors how to browse and download music.
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Design Team
Jordan Parnass, Darrick Borowski, Miguel McKelvey, Randy Plemel, Sean Karns Consultants
Client design team: Raichelle Weller, Matt Stevenson; Lighting + Inflatables: Christopher Rowell, Architen Landrell Contractors
Primary Contractor: Bedford and Havenhand, Lighting + Inflatables: Architen Landrell, Worktables, Speaker Pots, Recycling, Trees: Meticulous Photography
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The O2 Concept Store was conceived as a physical embodiment of the O2 brand sensibility and a showcase for the company’s core services. The space is organized around the practical integration of O2 into the daily activities of the visitor, emphasizing the accessibility and creative lifestyle exclusively available through O2.
The core of the store experience consists of the four interactive worktables - Photo, Video, Music, and Games - which are focused on specific creative activities enabled by O2 products and services. Each table is clearly identified by both a neon lamp above, and a unique base created from stacked iconic paraphernalia and accessories related to the activities.
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JPDA awarded bid to design The O2's latest concert venue in Dublin
O2 Concept Store cover feature of VMSD Magazine
O2 Concept Store wins 3 A.R.E. Awards
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American Apparel: Oxford Street - UK, Westminster, London - 2007
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Design Team
Sean Karns, Darrick Borowski, Randy Plemel Contractors
Primary Contractor: SAJO; Electrical: SES Photography
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The American Apparel Oxford Street store takes center stage on one of Europe’s busiest high streets. In taking over a previous fast food chain’s dingy digs, American Apparel and JPDA sought to add a bright new haven for the throngs of shoppers along Oxford Street.
A dazzling string of five multi-hued neon bands run the length of the storefront, forming the signage as well as serving as a beacon for all passersby. The storefront is glazed from floor to ceiling, opening the retail space onto the street and allowing for views from the sidewalk through to the back of the store.
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American Apparel: Hells Kitchen - USA, New York, New York - 2008
A mix of Solatubes® and energy efficient fluorescents provide lighting for the sales floor.
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Design Team
Jordan Parnass, Randy Plemel, Darrick Borowski, Miguel McKelvey, Willow Ayers, Owen Gerst, Anthony Moon Consultants
Engineers: Dagher Engineering Contractors
General Contractor: GPJ O' Donoghue Suppliers
Solatubes® – Solatube International, Inc.
Toilets (low-flow) – Toto
Lav fixtures (low-flow) – American Standard
Entrance tile (55% recycled) – Terra Green
Bike storage racks – Rutland Industries Photography
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Visitors to American Apparel’s latest New York location, in Hell’s Kitchen, will find another bold, graphic shop from the brand known for its smart, simple basics. What they may not notice is the fundamental shift in design and construction. The 9th Avenue store is the result of extensive research to develop a model for sustainable retail fit-outs. It is set to achieve LEED Gold certification this fall, the first in what American Apparel hopes will be a trend of sustainable fit-outs going into the future.
Related News Articles
American Apparel: Hells Kitchen published in VMSD magazine
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American Apparel: Carnaby Street - UK, London - 2004
Balcony accented with original, oversized, polaroid-style photographs.
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Design Team
Darrick Borowski, Miguel McKelvey, Randy Plemel, Sean Karns Photography
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American Apparel’s first London store is a breath of fresh air for Soho’s Carnaby Street, a dormant nexus of Sixties youth culture. Occupying three floors in historic Silver House, the store leverages a glass and steel stair to link the various merchandising zones to a showroom and offices above.
The illuminated glass facade serves as a linear sign for the store, inviting shoppers in with brightly lit supergraphics and photographic murals. Dark stained wood flooring is paired with a sealed concrete floor as a counterpoint to the crisp merchandising system and to highlight and foreground the colorful clothing.
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JPDA opens new American Apparel store in Omaha, NE
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American Apparel: Kensington High Street - UK, Kensington, Greater London - 2007
A custom-designed, industrial fixturing system and striped floor pattern take the American Apparel UK brand presence in a new direction.
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Design Team
Sean Karns, Darrick Borowski, Randy Plemel Contractors
Primary Contractor: SAJO; Electrical: SES Photography
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American Apparel: Toronto - Canada, Ontario, Toronto - 2004
Overhead view from balcony, showcasing original employee photography.
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Design Team
Jordan Parnass, Darrick Borowski Contractors
General Contractor: Babrow Construction Photography
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The first American Apparel store in Toronto is located on Queen St - in a stretch originally known for discount fabric and vintage clothes, and now populated by hip boutiques and offbeat cafes. It has proven to be the perfect venue for American Apparel’s forward looking fashion. The store is one of American Apparel’s most successful retail locations.
In addition to a dramatic glass and steel stair located at the center of the store, American Apparel Toronto also features a two story light box that connects the two levels and draws visitors up to the mezzanine. Made up of fifty-eight 2’x2’ illuminated photographs, the light box is frequently updated with new content and serves as a dynamic showcase of themed art and photography.
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American Apparel: Melbourne - Australia, Melbourne - 2008
Bold use of color and graphics lead your eyes around the store as you shop.
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Design Team
Contractors
Suppliers
Photography
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American Apparel: Broadway - USA, New York, New York - 2003
Display cubes
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Design Team
Jordan Parnass, Darrick Borowski
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For the New York flagship store, a glossy white environment becomes the perfect showcase for company information, fashion, curated photography, vintage pop culture artifacts, and video art exhibitions.
Starting on the North wall, a one hundred and fifty foot long acrylic display ribbon wraps the space of the store. The ribbon wall incorporates a modular system of recessed slotted standards, from which are hung shelving, faceouts, and brackets for interactive touch-screen monitors. The ribbon curves to form a gallery area at the rear of the space, where a contoured grid of transparent acrylic showcases photography and print media.
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New Look - UK, London - 2007
Modular display system and graphics bring new life to New Look’s aesthetic.
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Design Team
Jordan Parnass, Darrick Borowski, Miguel McKelvey, Sean Karns Consultants
Collaboration with London-based advertising agency VCCP.
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New Look is the largest footwear, and third largest womenswear, retailer in the UK. New Look has 590 stores in the UK and 263 stores in France. It’s competitors include H&M, Next, Top Shop and Dorothy Perkins. The average age of a New Look shopper is 30.
New Look came to JPDA to develop a new prototype for their retail stores. The new design would have to preserve the characteristic high density of garments, but propose a new overall organizational strategy alongside solutions for merchandising, lighting, fixturing and sub-branding.
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American Apparel: Williamsburg - USA, New York, Brooklyn - 2004
Flexible display combination using wall standards, acrylic shelving, speedrail racking, and custom modular “cube” fixtures allows for easy modification of store layout.
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Design Team
Jordan Parnass, Darrick Borowski, Miguel McKelvey, Tobias Koch Suppliers
Photography
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Forged from the remains of a garage and auto body repair shop, this American Apparel store in the Williamsburg neighborhood of Brooklyn is a retail pioneer in a fast-changing former industrial neighborhood. JPDA’s location scouting and leasing counsel helped American Apparel to move quickly to identify the neighborhood’s potential and secure a choice space at a very favorable price. The design and construction were executed quickly and simply, maintaining much of the industrial character of the space.
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JPDA opens new American Apparel store in Omaha, NE
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Oscar Bond Salon - USA, New York, New York - 1999
Aluminum runway with stair welcome patrons to the salon.
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Design Team
Consultants
Collaboration with Mesh Architectures/Eric Liftin. Contractors
Photography
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The design for the Oscar Bond Salon presents a new concept for the salon. An extended aluminum runway brings visitors down into the space, arriving at a centralized waiting area. This lounge is the nexus of the space, a raised platform with broadband net connections and video monitors. Taking the broad sense of the term "salon," the project proposes a space for complex interaction among patrons, stylists, and via the Internet, anybody who wants to participate. The salon is completely networked for Internet and closed circuit video signals.
An associated web site was designed to interlock with the salon's physical space. Through web cams and custom server software, the site enables communication between the salon and the rest of the web.
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National Jean Company - USA, New York, New York - 2007
Shining new light on the brand behind the brands.
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Design Team
Jordan Parnass, Miguel McKelvey, Sean Karns, Darrick Borowski, Randy Plemel Contractors
Suppliers
Photography
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National Jean Company is a re-seller of over 150 denimwear and casual brands. Their team of experienced buyers and trend spotters spend their time discovering your new favorite brand before other boutiques and department stores, making them the leader in premium denim sales.
JPDA was directly approached by National Jean Company to redesign their upper east side location, thereby creating a template from which they could open new stores. As
a company comprised of many other successful brands, National Jean Company needed a way to stand apart from and showcase them in an alluring way.
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American Apparel: Park Slope - USA, New York, Brooklyn - 2006
Change-of-pace is created within this large showroom by a transitional portal featuring smoked mirrors, glossy black epoxy flooring and colored fluorescent tubes provides.
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Design Team
Jordan Parnass, Dana Jaasund, Darrick Borowski, Randy Plemel Contractors
General Contractor: Supreme General Contracting Suppliers
Photography
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The polychromic fluorescent tubes glowing from the underside of the marquee only begin to hint at the colorful past of Brooklyn’s former Flatbush Pavilion Cinema. The bold geometric light installation and new backlit graphic panels tease passersby to enter and see how the new American Apparel store has successfully rescued a dilapidated eyesore and transformed it back into a neighborhood landmark.
Originally opened as the Bunny Theater in 1912, the old movie house had passed through many incarnations, including a porn theater called The Plaza, before finally being shuttered in 2004. The site was identified during JPDA’s architectural branding research as a location with great potential for client American Apparel’s retail rollout.
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