Lacking a cohesive retail presentation program, Iconix Brand Group, the license holder of Zoo York wanted to see what a mall store and shop-in-shop might look like for the skateboarding apparel brand.
The concept reflects a character of gritty modernism and plays up contrasts in raw material combined with sleek shapes. A feature in both applications are the freeze-framed skaters using the fixtures to grind on.
The mall retail store has a central ‘asphalt’ hump with inset illuminated display cases. The walls are lined with polycarbonate covered steel that frames apparel racks backed by graffiti. Suspended from the ceiling are several translucent sculptural panels meant to reinforce the sense of motion in the interior.