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.
The industrial overtones of the neighborhood are reflected through maintenance of the original garage facade, shown here from within the store.
Cube fixtures allow for seamless incorporation of intimates displays, seating, vitrine cases and planters.
The cashdesk, highlighted with bold photographic imagery, has a central location in the store.
Plants add an element of nature to American Apparel’s bright modular landscape.
Flexible display combination using wall standards, acrylic shelving, speedrail racking, and custom modular “cube” fixtures allows for easy modification of store layout.
Featuring two large aluminum and glass roll doors, the front of the Williamsburg store reflects the industrial context of the surrounding area.
Interior storefront
Storefront from interior
Various modifications of cube fixtures
Cashdesk
Nature accents cube fixtures
Front of store
Storefront

Design Team

Jordan Parnass, Darrick Borowski, Miguel McKelvey, Tobias Koch

Suppliers

Fixtures: Hollaender

Photography

Frank Oudeman

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.

Featuring two large aluminum and glass roll doors, the front of the Williamsburg store opens up to the street to welcome customers and reflects the industrial context of the surrounding area. When the doors are raised, the sales floor extends out onto the sidewalk, and the store truly becomes an integral part of the streetscape.

The store features a display fixture scheme developed specifically for American Apparel. The system consists of a flexible combination of wall standards, acrylic shelving, speedrail racking, and custom modular "cube" fixtures. The "cube" fixtures, made up of inexpensive interlocking cubes and attachments, allow for the creation of retail "landscapes", incorporating folded merchandise at various heights, shelving, intimates display, vitrine cases, seating and even planters.

The floor is finished with a gloss epoxy on concrete; a durable, industrial finish common to factory and warehouse construction. Display standards are recessed into a backlit display "ribbon" creating a floating merchandisable plane, reminding the visitor that the retail tenant has been inserted into this industrial context.