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Press Releases


April 2012 JPDA’s new boutique prototype for retailer Dedegumo turns the watchmaker’s craft into performance art.

New York, NY – April 2012 – While on a business trip to Japan, Jack Guest happened upon a small watch shop while strolling through the cobbled streets and tea houses of Kyoto. Inside he could hear the ping of hammers and the whirring of motors; curious, he prodded the watch shop owner, Izumo Senko, to get a glimpse behind the scene. A wooden divider hid a small workshop where two artisans were busily crafting the faces that would soon become watches. “The connection between the watches on display and the actual craft of them being made in the next room immediately struck me as something special.” He was so enchanted he approached Izumo about opening a New York outpost of the little Kyoto shop.
Back in the states, Jack sought out the help of Brooklyn based Jordan Parnass Digital Architecture (JPDA) who proposed placing the most important aspect of the watches, their creation, at the front of the space, as opposed to the back room as might be expected.
The result; a small, highly efficient workshop is contained within a meticulously crafted wooden volume projecting through the front of the shop. The watchmakers can be spied through louvres from within the store or from the sidewalk outside. They work late, drawing spectators from the LES night-life crowds, turning the workshop into performance space while highlighting the artisanal nature of the product.
The workshop, display wall and reclaimed table were all custom designed by JPDA and fabricated in Brooklyn from reclaimed Douglas Fir timbers. The maple flooring was likewise recycled from an old chair factory in Massachusetts. The pieces read as Asian-inspired minimalist insertions within the exposed brick urban infill space, synthesizing the product’s Kyoto origins and the gritty nature of its new Lower East Side home.
The Asian roots permeate the shop in subtle ways. Low light from the floor and shelving maintains an intimate, reflective, ‘non-retail’ atmosphere. A hidden door to the back of house is concealed within the joinery of the Doug Fir woodwork. Merchandising draws on opposing themes of mixing precious man-made objects with simple natural forms. Each watch is accompanied by a card which is hand signed with notes by the watch maker, then placed in a custom designed sake box and wrapped in a traditional Japanese Furoshiki.
Ultimately the real reward for the shopper is the opportunity to meet the artisan whose hand had crafted their watch and witness the process of it being custom tailored to their specifications.

About JPDA
Jordan Parnass Digital Architecture is an interdisciplinary practice incorporating architecture, interiors, digital media, branding, and experience design. JPDA creates people-centric experiences that touch users with authentic, innovative and memorable interactions. For more information, visit and follow us on twitter @jpdainfo.

Press Contact
Darrick Borowski, Creative Director +1.718.312.3131

February 2012 JPDA infuses New York with fresh and friendly loose leaf tea shops.

JPDA’s design solution re-invents the tea shop for the contemporary consumer, creating a cheerful, modern parlor where staff experts can educate shoppers and showcase the brand’s wide range of creative ingredients and flavors. As Principal Jordan Parnass elaborates “Any notions of burlap sacks, fussy doilies and stuffy cozies were omitted in favor of foregrounding high quality ingredients and creating the best possible environment for sampling and brewing tea.”

June 2010 A Green Townhouse Renovation Captures Sunset Park’s Eclectic Flavor

JPDA developed a design sensibility which would juxtapose renovation, restoration and modern insertions alongside isolated moments of a preserved “texture of decay.” An unsentimental history of the house and neighborhood would be foregrounded in the combination of old, new, gritty and polished.

April 2009 Brooklyn Architecture Firm JPDA “Raises the Bar” for Customer Experience at Europe’s Premier Music Venue - The O2 Dublin

The O2 Dublin Brand Experience, designed by Jordan Parnass Digital Architecture, opened recently following an €80 million redevelopment of Dublin’s historic Point Theatre. The venue pampers O2 customers within fantastical themed environments including the Blue Room, Indigo Lounge, and the Concierge entry experience.
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September 2008 Green, With Envy: American Apparel's First Green Store

Visitors to American Apparel’s latest New York location 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.

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