Pools of red carpet spill across the floor of this women’s fashion boutique designed by JUJU Studio in New York City.
For fashion brand Miss Circle, New York-based JUJU Studio created the interiors of its 2,600-square-foot (242-square-metre) store on West Broadway in SoHo.
The space has a long, narrow footprint, so studio founder Jing Ju devised a variety of display techniques for the brand’s womenswear garments.
“Unlike typical fashion retail spaces, the Sensorial Flagship Store is inviting and relatable, encouraging customers to engage with the brand in a fully stimulating way,” said the studio.
The majority of surfaces are finished in beige plaster, providing a neutral backdrop for more dramatic moments.
These include areas where red carpet appears from the walls in fluid forms and spreads across the floor to look like pools of liquid.
“The smooth yet durable surfaces add texture and visual interest to the space, while the beige hue creates a sense of lightness and spaciousness,” the studio said.
“This helps to create an accommodating atmosphere in the closed retail environment, where customers are likely to take their time browsing through the store’s selection of clothing and accessories.”
At the front of the store, the same also extends up the wall behind a curvaceous sofa of the same colour and seeps onto the ceiling.
A sliding counter can be used for checking in guests during events, or for displaying accessories at other times.
“The sleek and minimalistic design of the counter complements the overall aesthetic of the store and demonstrates a thoughtful and efficient use of space,” said the studio.
Along both sides of the store are arched colonnades, with cove-lit niches that each display a selection of clothing designs.
More outfits are presented on chrome railings and mannequins in the centre of this double-height space, above which a long skylight is positioned.
Towards the back of the boutique is a carpeted staircase that leads up to a mezzanine level, where the fitting rooms are located.
Red satin furniture, designed by Thehighkey, forms a seating area for customers to relax beneath another skylight, while plenty of mirrors are provided for those trying on garments.
“The warm lighting adds to the overall golden atmosphere, and the use of red provides a poetic and romantic sensation, making for a truly captivating experience,” the studio said.
SoHo is renowned as a shopping destination for both fashion and furniture, and new stores are always appearing in the neighbourhood.
Recent openings include a Khaite flagship with a tree planted in the centre, an outpost for Road to Awe that includes red fitting rooms and a lofty Moroso showroom.
The photography is by David Luo and Justin Missner.
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