A large window punctures white-painted brickwork to reveal fashion brand Everlane’s store in Brooklyn’s Williamsburg neighbourhood. The 4,400 sq ft. Everlane store in Williamsburg is the US clothing brand’s “largest store yet”, and doubles the size of its other New York store on Prince Street in Soho to create more space for shoppers.
“We love our Soho location, but the lines can sometimes be a bit much,” said Everlane. Everlane Williamsburg is an existing brick building that is painted white – a characteristic of the brand’s pared-back aesthetic.
A 20-foot (six-metre) tall glazed facade marks the entrance of Everlane Williamsburg with glass, double doors that bring natural light inside. The interior decor continues Everlane’s “signature minimalist design” with a bright, white space paired with touches of wood and concrete floors.
A series of pale wooden volumes for displaying clothes fill the store, along with matching wood shelves and white racks. Decor includes Alvar Aalto’s Stool 60 by his furniture brand Artek.
At the heart of the store on the ground floor are 12 fitting rooms concealed behind pale grey curtains. A slatted wood wall flanks a corridor for the changing area, and a series of round, wood stools provide seating nearby.
The design of the store is intended to alleviate the congestion caused by people queueing to try on clothes, as well as those visiting and purchasing.
With the text-to-try-on system, Everlane holds the products customers want to try on and sends messages via devices to signal when the changing room is ready. It works similar to a restaurant reservation system.