Power Fashion brand Proenza Schouler has opened its first brick-and-mortar location at 822 Madison Avenue, within a block of other high-end designer stores, including Prada, Gucci, and Tom Ford. The interior of the two-story retail space was designed by architect David Adjaye and features steel shelves, exposed beams and pipe fixtures, dark wood paneling, and sliding glass entrance doors. According to fashion industry periodical Women’s Wear Daily, the retail space can be described as “edgy and sophisticated, but not overtly feminine.”
For sale at the new location are nearly every look from the brand’s runway collections and a few exclusive items. The line’s co-designers, Jack McCollough and Lazaro Hernandez, will personally select the items for sale at the store for the first several seasons. The Proenza Schouler womenswear and accessories brand was founded in 2002. The brand’s founders met at Parson’s School of Design in New York City, and their senior thesis collaboration eventually became the very first Proenza Schouler collection. The brand has been honored with two CFDA Womenswear Designer of the Year awards, and is sold at high-end retail establishments such as Harvey Nichols, Barneys New York, and Bergdorf Goodman.
The IT systems and infrastructure for the new store were designed and built by 48First, and include high-end sound, video, and closed-circuit television. The more technical aspects of the store were designed to complement the brand’s design and retail aesthetics.
“We wanted the IT infrastructure of the store to augment, not detract from the shopping experience,” says 48First CEO Peter Mogollón. “Our systems are flexible enough to handle the rapid changes of the fashion industry, and we will work closely with Proenza Schouler to ensure that each season’s collection is supported by appropriate audio and visual enhancements.”