Fabric arches divide Jonathan Simkhai store in Soho by Aruliden

Design agency Aruliden has created a retail space for fashion brand Jonathan Simkhai in New York, translating the cut-out shapes of its garments into architectural room dividers and furnishings.

For New York-based womenswear brand Jonathan Simkhai, Aruliden designed a temporary installation in the Mercer Street space in SoHo – a prime shopping area in Lower Manhattan.

A series of metal structures wrapped in translucent fabric divide the Jonathan Simkhai store

The geometric shapes and iconic cutouts of the brand’s clothing have been translated into a variety of spatial interventions and furnishings, creating a store in which the brand can present new collections and organize events.

“Translating Simkhai’s identity into a spatial environment vision required a clear and strategic idea that was not only buyable, but also memorable and visually iconic,” said Aruliden’s Senior Director of Industrial Design, Erik Kreider. .

“We wanted visitors to be completely immersed in this world, but ultimately it was also important that we celebrated and presented the products in the right way.”

Clothes displayed on white rails between fabric partitions
Fabric partitions are installed to match existing architectural elements

Towards the front of the building, a double-height space is painted entirely white and further illuminated by the glass facade.

This long, narrow room is divided by a series of tall structures, made up of translucent fabrics stretched over metal frames.

Staircase flanked by mannequins
Mannequins flank a staircase that leads to the lower level of the store

Fitted around existing architectural elements, temporary walls wrapped in white, peach and pink fabric are pierced with archways that curve asymmetrically at the top, forming a passageway from one end of the store to the other.

Shoppers are led through the archways and down a flight of stairs, flanked by mannequins positioned on larger steps along one side.

Geometric Flexible Product Displays
The units of a flexible display system have the same shape as the arched openings in the partitions

On the lower level, where the ceiling height is considerably lower, the podiums for presenting products and decorative accessories have the same shape as the cut-outs of the arcades.

Coming in different sizes and heights, these beige-coloured units form a flexible display system that can be moved around when needed.

“Clothes and products are breaking the cadence of fabric bows,” Kreider said.

“With the graphic cutouts, it creates a natural flow to the rear area where there are more products, seats and changing rooms,

Beige sculptural seat
The arcades, furniture and podiums take up the cut shapes of Jonathan Simkhai’s clothes

Throughout the store, clothes are displayed on identical sets of hangers along minimalist white rails.

The minimalist interior is also enlivened by simple flower arrangements, presented in a variety of handcrafted vases.

Shoes displayed next to flowers
The minimalist interior is enlivened by simple floral decorations

Aruliden, which was founded in 2006 by Rinat Aruh and Johan Liden, is headquartered in New York with offices in San Francisco and Amsterdam.

The agency has several products shortlisted for this year’s Dezeen Awards, including the Whoop 4.0 fitness wearable and the Series One Desk 27 video conferencing device. It also designed a series of mirrored structures to be built in a forest in Ontario. , in Canada.

The photography is by Sharon Radisch.

Luz W. German