Loro Piana Meatpacking sits on the corner between Gansevoort Street and 9th Avenue in New York. The starting point was a contextual analysis of the DNA of the brand and the location. The idea was to create a timeless but more contemporary mood still maintaining Loro Piana’s style in connection with the peculiar character of the area. The surrounding urban context definitely had a hand in the final appearance of the space: The Highline with its green elements designed by Dutch garden designer Piet Oudolf, and the industrial feel of the area with its steel and iron elements informed the overall architectural and interior décor vision. The 1,700-square-foot (approximately 160 sq. m.) retail space has been developed on a trapezoidal plan. The shop features a blend of neutral tones and serene textures, ranging from fluted Portland stone wall cladding to European oak wood finishes to metal accents that have been coated in an aged white paint treatment. Furnishings are simple, allowing for maximum flexibility within the space’s layout. Natural elements are at play, too, which is an important focus for Loro Piana. A glass-encased winter-garden – freestanding at the center of the boutique – will be updated and cultivated four times per year, following the seasons. Dressing rooms add a complementary spatial softness: vertically lined in a plush Loro Piana fabric, and all corners are rounded, emphasizing an atmosphere of tranquility and calm. The Meatpacking District store represents a new physical aesthetic for the company; its clean, open concept provides ample space as a hub for creative experimentation. This in-store dynamism will see ongoing artist partnerships, live events, new merchandising displays and more. The result: a blank canvas that allows for multiple, evolving expressions of the Loro Piana universe. The store will carry Loro Piana’s full range of women’s and men’s ready-to-wear and accessories, as well as select items for the home. Additional on-site components include Knitwear Personalization, and Made to Order Open Walk, Summer Walk and Flexy Walk footwear programs.
Visit Loro PianaPhoto credit: Eric Petschek