# Red-Hued Store Interiors Dan Brunn Designs Road to Awe's New Location in Manhattan By Kalin Ned | Published 2023-01-12 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/road-to-awe References: [dezeen](https://www.dezeen.com/2023/01/08/road-to-awe-rta-nyc-soho-store-dan-brunn-architecture/) & [danbrunn](http://www.danbrunn.com/)  Streetwear label [Road to Awe](https://www.trendhunter.com/trends/reps-are-local-too) just recently opened its third location in the US, perhaps signaling the overall popularity of [luxury, contemporary fashion brands](https://www.trendhunter.com/trends/saint-laurent-rive-droite-1). The new retail space is on Mercer Street in SoHo, New York City. The label enlisted Los Angeles-based architect Dan Brunn to develop the interior aesthetic. This decision does not come as a surprise as Brunn was also the mastermind behind Road to Awe's West Hollywood and Las Vegas locations. The [new retail space features](https://www.trendhunter.com/trends/stocker-lee-architetti) a number of eye-catching elements. The centerpiece of the store is a display case filled with broken crystals. It is positioned in the middle of the space. This is accented by subtle red lights, illuminating from underneath the case. These lights are also present in the fitting rooms. Image Credit: Brandon Shigeta ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 73% | Activity: 67% | Freshness: 14% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Luxury Streetwear Trend:** As contemporary fashion brands become more popular, there is a disruptive innovation opportunity for retailers to tap into the luxury streetwear trend and create unique in-store experiences - **Artistic Display Cases:** The rise of artistic display cases as central features in retail spaces provides a disruptive innovation opportunity for architects and designers to create unique and visually compelling environments - **Colored Lighting Design Trend:** The use of colored lighting in retail spaces presents a disruptive innovation opportunity for designers to create striking visual displays that enhance the customer experience ### Industries Being Reshaped - **Fashion:** The fashion industry can capitalize on the rising trend of luxury streetwear by designing and creating unique in-store experiences that cater to this market - **Architecture:** Architects can leverage the trend towards artistic display cases in retail spaces by designing visually stunning and functional installations that capture peoples' attention - **Interior Design:** Interior designers can tap into the colored lighting design trend to create immersive and visually captivating retail spaces that draw in customers and enhance their shopping experience ## Related on Trend Hunter - [Colorfully Immersive Retail Experiences](https://www.trendhunter.com/trends/athletic-propulsion-labs-store.md) - [Distinctive Luxury Retail Spaces](https://www.trendhunter.com/trends/jacquemus-boutique.md) - [Elegantly Minimalist Retail Environments](https://www.trendhunter.com/trends/retail-environment.md) - [Pastel Palette Retail Stores](https://www.trendhunter.com/trends/aro-archive.md) - [Contemporary Luxury Retail Spaces](https://www.trendhunter.com/trends/contemporary-luxury.md) - [texturally artistic fashion stores](https://www.trendhunter.com/trends/acne-studios-flagship-stores.md) - [Mid-Century Luxe Fashion Stores](https://www.trendhunter.com/trends/thom-browne-4.md) - [Cave-Like Retail Interiors](https://www.trendhunter.com/trends/cavelike-interior.md) - [Curated Intimate Retail Experiences](https://www.trendhunter.com/trends/alaa-flagship-store.md)