Lanvin, Soho, New York 2019
Uli Wagner Design Lab teamed up with Lanvin and its new creative director Bruno Sialelli to develop a fast track store concept in Soho, New York, that had to be ready for the NY Fashion Week Spring 2020.
Uli Wagner took up the challenge to coordinate the execution on a strict time schedule, guide the Paris team to manage scope decisions and control the established budget through all planning phases.
A larger challenge was getting all permits on time with an external expediter, such as the permit for the construction of a structurally intricate ramp. Having the know-how for store layout, merchandising and lighting, Uli Wagner Design Lab was an important contributor in creating the final store design.
It was important to find a smart solution for the entry situation, which leads the customers to a souterrain space. As a result the bi-continental team designed an immersive experience with a balloon and a ramp, which gives the impression of discovery and being welcome.
The space features a light interior that creates positive tension against original elements of the traditional building, accentuated and almost surrealistically reflected by a vast expanse of mirrors. Preserving the exposed bricks and the tin ceiling give the space an authentic Soho style; contemporary associations and the mural bring real freshness into the store.
Uli Wagner Design Lab also delivered all renderings facilitating the design process and conducted an intensive Code research for the exact definition of the ramp. Uli Wagner’s extensive experience in NYC construction sector made it possible to meet the deadlines and the store opened to public just in time for NY Fashion Week.
Photos by Jonathan Hökklo