This project, a new retail location for the French sneaker brand VEJA, celebrates the idiosyncratic existing conditions common to New York City buildings. In addition to an open sales floor, stock room, and other back-of-house spaces, the store includes a cobbler station for the repair of all types of shoes, whether VEJA or otherwise. The brand’s sustainability-focused ethos and minimalist aesthetic were drivers for the design approach, which included the remediation and repair of a variety of existing masonry, wood, concrete, and stucco materials.
The resulting amalgamation of different colors and textures serves as a background to the white sales surfaces, which are the only “new” finishes in the store. A custom lime plaster mix was developed in collaboration with local craftspeople, forming a monolithic textured wall and stepped display area. A 37’ white metal shelf floats on the opposite wall, providing contrast to the mixed-media surface behind it. Solid white oak benches and selective areas of white oak cladding contribute warmth to the material palette.
On the exterior, the masonry facade was repainted, and an enormous new storefront window and pivot entrance door were installed to provide a dramatic view into the space. The adjacent courtyard was renovated to support a rotating cast of brand events and community activations. Brightly painted and oversized shingles contrast with the calm interior and enclose two storage areas, while the new pergola structure in the rear of the yard incorporates retractable shades.