DC descends on SOHO! In May 2006, DC's highly anticipated flagship store in Soho, NY swung open its doors for their first time. We made the most of the 1500 square feet packing it with the best skateboard shoes, snowboard boots and outerwear, performance and streetwear apparel, Artist Projects™ and accessories. We also stocked the shop with Soho only merchandise.
The store stands out even in this district, a historic Soho neighbourhood thanks to it's modern, clean design. Inside the space, the first thing you notice is that everything in the store is suspended about 2 feet from the floor, serving as a tribute to footwear. "We only wanted shoes to touch the floor" says Mat Hayward, VP, Global Marketing. All the fixtures, including a giant molded customer checkout area, and the seating benches are suspended from the ceiling. This, plus mirrors near the ground. provide 360 degree angles of the skate shoes.
There are contrasts between the 'gucci' asphalt flooring and the shiny gloss handing fixtures, as well as highly polished chromed footwear racks. We wanted to bring the streets into the store literally but in a unique manner.