The Soho Vera Wang boutique, located in a historic cast-iron masonry building in Manhattan’s landmark Soho district, reflected and extended the designer’s sensibility of elegant, performative luxury. Created to showcase the ready-to-wear and Lavender collections, the 2,000 square foot, two-level environment is infused with light and based on the dynamic qualities of a white box theater, an infinitely changeable space that shapes a variety of brand narratives and collection experiences.

The lighting concept served as the primary spatial element, an LED infused ambient light volume molded and saturated the space with a diffused lavender hue. The design comprised three main areas: the storefront entrance, considered as a proscenium frame, is followed by the center-stage main collection, and finally by the more intimate collection and changing backstage areas. The whimsical, acrobatic display concept exhibited lightness and a graceful interplay of suspended elements.

This project was awarded the 2010 Chicago Athenaeum Museum of Architecture and Design American Architecture Award and the 2009 Illuminating Engineering Society Award.

Photography by Paul Warchol.

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