Calvin Klein Underwear, Wholesale Men’ Concept 2014
The new underwear concept is conceived by Uli Wagner as a logical continuation of his white label men’s shop in shop concept. Men’s underwear found an entirely new approach in fixture sizing and therefore offers new opportunities in store layout. Units are clearly differentiated in look and feel for core product and for launch product, which eases the shopping experience of the customer. While louder contrasting black fixtures are designed to hold and display launch product at the aisle, the core business of multipacks is reserved to the central areas and the back wall held in white. Brush stainless steel hang-bars in minimal tubular shape are reminiscent of sporting equipment. The new contemporary folds and faceted surfaces earlier introduced to the White-Label concept are here reintroduced with a refreshing spin in the outline or framing of the fixtures. Column covers in layered, reflective black glass provide the perfect back ground for integrated video technology. A new concept of evergreen imagery and new designed Calvin Klein bust forms completing the new look. Summarizing the interior concept in its modernity will surely live up to the clean modern design philosophy of Calvin Klein underwear. Photos: James Lattanzio.
Calvin Klein Underwear, Macy’s Herald Square, New York 2014
Calvin Klein Underwear, Macy’s Union Square, San Francisco 2014, Not realized