Theory NYC Flagship

40 Gansevoort St., New York

8,000 square feet on ground floor and lower level

Located in New York’s Meat Packing and newest fashion district, Theory’s Flagship borrows themes from the neighborhood’s past. The walls are a cinder block veneer, clothes hang from a trolley beam supported rolling rack system and floors are polished sealed concrete and ceilings coffered. Lighting combines color controlled LED at the Gansevoort frontage windows synchronized with the light color at upper floors; chain hung pipes support theatrical lighting and bare Edison bulbs at staggered heights illuminate the fitting room area. The minimalist fit-out is complimented by custom fixtures, mill work and furnishings. Rough sawn chestnut clad the fitting room interiors. A cantilevered steel plate runs the length of the East wall for dramatic show installations. New local artists are featured in monthly installations.

Architect of Record:
Rogers-Marvel Architects (New York)