Leica

Leica was perhaps the inventor of photojournalism, based on their creation of 35mm film photography (a 70mm movie film cut in half!) and adoption by luminaries such as Henri Cartier-Bresson and the Magnum Photography collective. Written off as 'past it' during the surge of Japanese electronics in the 1980s, the brand's dogged followers of simplicity, German engineering, history and - latterly - digital prowess has re-established the brand globally. Long sold in specialist photography stores, the brand has been moving to directly owned boutiques for some years. The general format is a black, minimal store with Danish or minimal furniture and a gallery vibe. This new store takes the format to a new level. The buidling is small (in comparison with its neighbours) at two stories, so immediately feels like it's part of a low-rise history. The architects have created a brick lattice front, and inside we have a store in the front half and a decent-sized gallery space at the rear, visible from the street, ideal for solo exhibitions. Upstairs there's a cafe/bar that also serves as a demo and instruction room, along with a small presentation capability (remembering that Leica also sells exceptionally expensive digital projectors ;) ) and this opens onto a surprise patio at the rear of the store. The whole vibe is "a community home". Staff are both knowledgeable and welcoming - they realise that some who are new to the brand need to go through a journey to spend $12,000 on a camera and lens. Furthermore they cover the brand's other areas of optics - binoculars, projectors and similar. This is a store that has a "terroir" in the meatpacking - luxurious and focused, yet not too grandiose or large. A perfect example of a brand home for a 'slow photography' brand that is timeless and long-standing, wrapping around its customer base, new and old.