The Bowery's Kenneth Cole concept store is black, white and read all over...social media that is. Most notably known for the brown paper bag-lined interior of OWEN shop in the meatpacking district, Tacklebox heads downtown into the Bowery for a technologically activated concept store for Kenneth Cole. Envisioned primarily as a physical retail experience, the 250sq-m flagship serves as a continuously changing display slash event space.
The stage for social interaction is set with a scheme of perforated steel panels which surface walls and fold into boxes. A layer of back-illumination reveals a pixelated graphic of walking feet, an image extracted from Kenneth's 1982 campaign where the fashion designer sold 40,000 pairs of shoes out of a trailer in Midtown Manhattan over the course of 3.5 days. The decorative pattern of punctures doubles as a functional component, receiving pegs of shelves and hang-bars which present garments complete with accessories and shoes.
Technology elevates the conventional physical store experience into the digital realm, inciting customers to engage with a personal shopping interface. By placing RFIDs and tablets, a table can be touch activated to unveil a product's story while a memory mirror lets stylists and customers engage with various outfits, sharing them on social platforms for second opinions.
Photos Juliana Sohn
Read more about Retail's phygital future in Frame #104's Frame Lab Tech Takes Over.