Balenciaga

This is a statement store from the Kering-owned brand, leaning into the design language (called "Raw Architecture") that we see in the Chicago and Hamburg stores already. In Soho it is flexed in a generous 10,000 square foot space on two levels where pseudo-raw elements are worked alongside crafted elements. The space is reminiscent of a contemporary art gallery (the polished concrete of London's Tate Modern, or the the Berlin bunker of the Boros Foundation). The space speaks to the brand's positioning, namely "rebellion and timeless luxury, merging street-inspired cool with a sophisticated edge" (quoting Naomi Elizee at Vogue). There is so much space that the products have space to breathe and be admired, yet not so much that the store feels empty. The staffing ratio, approach and balance between greeters, sections, VIP and concierge attention is impressive. In their minimal uniforms (channelling Bond-villain-meets-MaitreD') they give a restrained yet very friendly aspect to the experience that's in keeping with the space. We are in an era of lush, prime-property luxury statements (see the listings for Tiffany, Louis Vuitton and Gucci by way of examples in NYC), but the challenge is to create a space where the architecture complements the retail purpose and elevates the selling opportunity. Balenciaga's store is a statement of purpose in both aspects. Staff are happy to chat about the architecture, and while there do check out the ceiling 'skylight' which is of course an enormous, controllable lighting source that plays with the notions of daytime (and perhaps increases the desire to spend? It's certainly a dopamine 'lift' on a dull New York winter's day!).