Projected displays adorn the otherwise pared-back aesthetic of the R13 Denim's first flagship store which is located in the SoHo neighborhood of New York City. The brick-and-mortar destination boasts exposed red brick and piping, as well as a few monolithic display structures that infuse the industrial atmosphere with some minimalist modernism.
Architectural firm Leong Leong accents R13 Denim's presence in retail by elevating the large blocks with an LED screen show. The projected displays showcase "footage of 1980s-era London streetwear." In addition, this feature is fully programmable and the firm plans to change the screen show seasonally to match R13 Denim's future collections. This adaptability ensures a more targeted, thematic and immersive experience for visitors of the flagship store.
Photo Credits: Naho Kubota