For over 10 years, RGLA has partnered with Carhartt to bring its rugged product mix to live at retail and this location marks a milestone as we collaborate with Carhartt on its first store opening in New York City (NYC).
At the corner of Broadway and 22nd Street in the Flatiron District, Carhartt’s undeniable iconic, yellow logomark on storefront cements its establishment in the community while a sense of pride builds inside with the black & white NYC buildings’ mural celebrating the local community this store serves.
In keeping with Carhartt’s heritage of workwear, the overall feel of the space has a rugged quality. Elements of construction such as plywood and steel are fused into the design to bring a familiar/casual environment that speaks to the life settings in which the Carhartt products are used. The iconic Carhartt yellow is used on the interior to accentuate the windows as well product displays creating a bold merchandising statement.
The pant wall is uniquely designed for this location with a rugged steel look, deviating from its prototypical reclaimed wood, to localize the space and visually embrace the high-rise/industrial scene of the city while serving as backdrop to its most iconic product category. The legendary scripted Carhartt logo casting a neon glow over the steel serves as a beacon bringing a heritage touch to this category. A digital touchpoint built-in within the wall display engages customers and inform them on product features and selections.
The shoe zone designed to serve both as product display and shoe stockroom helps associates serve customers quickly without the need to go back of house for product. Its design showcases a heavy black mesh structure that adds to the industrial feel of the space.
Custom fixtures and fixture components incorporate the materials that are part of the Carhartt vernacular, while offering capacity, flexibility, and modularity to support key product categories and their growth.
Giving shape to the central checkout area is the use of utilitarian materials and a suspended gallery that celebrates the brand with its sculptural quality.