Milo Tricot Retail Store

Located on Spring Street in the heart of Soho's Cast Iron Historic District, Milo Tricot and Crane & Lion transition from online retailing to a brick and mortar storefront.

Inspired by the client's focus on movement and form, the image of Martha Graham's Lamentation informed the design.

Sections indicate the main communicating staircase at the entry to the store wrapped in a twisted knit fabric. It interrupts the normal consumer path and calls attention to the floor below. Double height wall graphics highlight the artist studio on the lower floor while speaking to the essence of the brand.

Materiality is subtle but textural, incorporating whitewashed reclaimed wood flooring and whitewashed board formed concrete walls, unifying the space with a neutral palette.

A canted (diagonal) plan is created with low walls placed strategically to direct circulation through the space. These same low walls are used to display product as are the warm wood furnishings that complement the cool palette of the floor and walls.

The plan is set in a 45 degree chevron pattern that choreographs visitors through the space. They are drawn from one space to the next by super graphics that illustrate the movement of the clothing, the technology used in making the high-tech knits of Milo Tricot and the movement and form of Martha Graham's Lamentation.

Each moment of circulation is intentional to introduce the next space.

Artisan Furniture and Finishes and warm the space and add pools of subdued color.

Window Displays are canted so clothing can be seen from all angles. chrome mannequin forms are used to catch the eye and the transparent twisting stair form serves as a backdrop that piques curiosity of passers by.

As visitors enter the space they pass the sculptural staircase, framed in a sheer jersey knit and hanging merchandise along the wall. A table with water greets them as they decompress from a day of shopping, allowing them to relax and shop at leisure.

A handful of colorful spots are highlight select merchandise on the wall and add color to a largely monochromatic space. They contrast the neutral tones of the clothing line. Lighting transitions from day to night from cooler and more diffused to warmer and more saturated.

Clothing is displayed either hung on wall pegs, folded on tables in the target zone (2-5 feet high) or draped over walls and furniture to highlight its form. This encourages visitors to touch and explore.

Fitting room zone has a seating area and selling floor is flexible to allow for movement classes or event space.

Dressing room forms lie within a transparent wall and are not fully opaque. Onlookers will see visible forms inside without compromising privacy.

The lower level features greets visitors with large wall graphics of looms, foreshadowing the technology that exists in the studio. Floor space is flexible for movement classes and events, while continuing the clothing display along the wall.

The studio/creation space features a double height wall graphic that allows daylight from the level 1 skylight above while giving the option of private along a curtained wall. Seating is provided for consultation and private sales.

A waterbar serves also serves as the philanthropic arm of the business, hosting the clothing exchange, where regular customers may trade in their gently used Milo clothing for a 20% discount on new purchases. Clothing is donated to formerly incarcerated women who are re-entering society and the workforce.

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