Naked and Famous

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Naked and Famous

  • client Naked & Famous
  • location New York, NY
  • status Complete 2019
  • photographer Taran Wilkhu
  • area 890 SF

Naked & Famous Denim Soho retail store, designed by CRÈME/Jun Aizaki Architecture and Design, is 890sq ft of denim inspired interiors. The eye-catching pop art and Japanese style design attract retail shoppers worldwide. The recently opened flagship store is located in one of New York City’s trendiest neighborhoods at 123 Grand Street in SoHo. The storefront provides accessibility to shop Naked & Famous Denim’s newest seasonal collection. The building that houses Naked & Famous Denim is a protected New York City Landmark, which provided CRÈME with endless inspiration of old-world New York City SoHo heritage. CRÈME enhanced the natural beauty by juxtaposing it with inspiration from the out-of-the-box denim creations.

The storefront features a 10 ft wide pop-art nude blonde neon sign made locally in Brooklyn. Upon entering the store, one of the many awe-inspiring highlights is the 100% cotton denim floors, a collaboration between the largest denim mill and the oldest tile company in Japan. The floor is made to wear naturally, just as denim jeans would. CRÈME, known for their work with indigo-dyed furniture, incorporated the natural dying technique to create a one-of-a-kind butcher block countertop with varying degrees of saturation.  CRÈME converted the entire east wall of the store into a mural of wearable art, featuring a floor to ceiling installation of faded jeans that customers have personally worn. The western wall is home to the perfectly folded denim jeans and two genuine antique Putnam rolling ladders. Owner Brandon Svarc’s vintage blue printed Japanese comic book pages from the 50s and 70s are installed as wallpaper. To complete the stores’ surprise element, a hidden door is accessed by pulling on a kokeshi (antique wooden Japanese doll) to reveal a storage room.

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