This concept store combines three different American brands (Lee, Wrangler and Vans) into one entity while still retaining each one’s identity. The theme of a big American city (especially New York) allows to connect them with each other. The urban spirit relates as much to Wrangler as Vans and also touches upon the Lee history. In 20’s Lee primarily targeted the american working class.
This concept reflects this period using two key VM elements:
1. The first one is at the entrance of the shop and reconstructs the famous photograph: “Lunch atop a Skyscraper “
2. The second one is the central hot spot which represents a sky- scraper construction site. The New Yorker spirit is not only pre- sented thought this reference.
To suit this identity, the main materials used (concrete, metallic flooring) are raw with a industrial aesthetic. Wood serves as a highlight texture to breathe life into the store’s universe.
This concept reflects this period using two key VM elements:
1. The first one is at the entrance of the shop and reconstructs the famous photograph: “Lunch atop a Skyscraper “
2. The second one is the central hot spot which represents a sky- scraper construction site. The New Yorker spirit is not only pre- sented thought this reference.
To suit this identity, the main materials used (concrete, metallic flooring) are raw with a industrial aesthetic. Wood serves as a highlight texture to breathe life into the store’s universe.
