BASIC BASIC
New York, NY
Completed March 2007
A recognized retail store in Noho, Basic Basic was previously cramped with unorganized merchandise,
miscellaneous fixtures and ambiguous displays in a tall, odd-shaped storefront.
The design re-scaled a small, narrow vertical space by making it smaller - producing the effect of a
more generous store. Using a horizontal zone of polycarbonate panels together with a horizontal field
of fluorescent light fixtures, the space contracted vertically. In combination with contrasting custom
metal shelving to colored foam furniture and a 'soft' changing area of curved felt curtains and foam
stools, a new definitive volume for merchandising was created.
New York, NY
Completed March 2007
A recognized retail store in Noho, Basic Basic was previously cramped with unorganized merchandise,
miscellaneous fixtures and ambiguous displays in a tall, odd-shaped storefront.
The design re-scaled a small, narrow vertical space by making it smaller - producing the effect of a
more generous store. Using a horizontal zone of polycarbonate panels together with a horizontal field
of fluorescent light fixtures, the space contracted vertically. In combination with contrasting custom
metal shelving to colored foam furniture and a 'soft' changing area of curved felt curtains and foam
stools, a new definitive volume for merchandising was created.
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Photos by Eduard Hueber, Archphoto
