Jack Erwin's Winter Fitting Room at 245 Park Avenue reimagined the retail experience as a curated collage of quintessential New York moments—drawing inspiration from weathered streetscapes to refined museum galleries. Our material strategy celebrated honest craftsmanship through deliberate contrasts: showcasing Jack Erwin's meticulously crafted footwear as objects of desire against a backdrop of raw cinder block, natural stone, rich wood, and supple leather seating. The juxtaposition between refined product and industrial authenticity created an environment where quality speaks for itself. The modular design preserved the building's architectural character—exposed ceilings and concrete floors—while introducing carefully selected accents that elevated the space. As Metropolis Magazine noted, the concept extended beyond traditional retail to include collaborative pop-ups and an integrated Bluestone Lane café, establishing a dynamic community hub that reflects the modern urban lifestyle Jack Erwin embodies.

Design Concept, Brand Experience, Strategy