The flagship of Moose Knuckles in SoHo was built by Shawmut Design and Construction, and was designed by O’Neil Langan Architects. The ground level of the store highlights a number of installations, these include a miniature replica of Drake on Toronto’s CN Tower and a two-storey Rube Goldberg-inspired kinetic fixture.
The cellar level of the store is home to a VIP room which is decorated with red velvet walls, luxe fabrics and fine upholstery, whilst the front of the flagships ground level is adorned with custom gold glass, mirror polished stainless steel, and a multi-level screen to the right of the store broadcasting a live stream of the northern lights.
“To drive traffic, retailers have to foster a sense of discovery that extends beyond basic transactional purchases,” said David Margolius, Shawmut‘s Executive Vice President. “Moose Knuckles’ SoHo store embodies this concept, using every inch of space to create a brand touchpoint.”
“We couldn’t have chosen a better space to open our first US store. This city embodies what Moose Knuckles is all about. It’s raw, it’s real and it’s one of a kind. We’re thrilled to have consumers enjoy the Moose Knuckles universe in real life.” – Ayal Twik, CEO of Moose Knuckles
The award winners were selected by a jury of design industry leaders. This year’s winners were announced by Interior Design magazine Editor-In-Chief, Cindy Allen, via a livestream ceremony.
