For a brand that is disrupting the traditional retail landscape in an innovative way, Homepolish's Justin Huxol designed a storefront that is disrupting the downtown New York shopping scene.
Photos by Sean Litchfield.
When you think of the SoHo shopping district of New York, you tend to think of those staid cornerstones of big-box fashion (H&M, Zara, Topshop, Banana Republic) along with the traditional designers who can afford the big ticket rent. We’re looking at the likes of Armani, Rachel Comey, and Diane Von Furstenberg. Funny enough, in 2012, Homepolish designer Justin Huxol worked on the DVF layout. Five years later, he found himself returning to the neighborhood for a project of a very different sort.
Bulletin is a startup with the goal of bringing creative startups to the retail scene, taking online brands offline and getting product in front of real people. It’s disruptive to say the least, in the company of those mega-shops mentioned before, and it only makes sense that the design of the company’s first pop-up would reflect that. Behind a historic cast-iron façade, typical of the neighborhood, Bulletin pulled off a 2,000-square-foot redesign, due in no small part to Justin’s help.
When the company approached Homepolish, there were already multiple hurtles to jump through. First (and this goes without saying), it was to be a pop-up, aka it would only be open from March to May, but it still had to make an impact. Second, the shop would hold multiple designers. How do you make each one stand apart while still making the store cohesive? And third (and this was definitely the biggest struggle), Justin only had two weeks to execute the store design before the official launch. We’d like to step in right about now to ask him how he didn’t melt under the pressure.
Though the space had previously been a Balenciaga store, it was a clean, white box when Homepolish came on board. Justin had to build out everything. And he did it with flair. To give each product grouping its own moment, golden-tinted acrylic panels were custom cut and installed between each designer. White cabinetry gives way to walls in millennial pink in the back. Accent walls simulate marble and large-scale murals, thanks to pieces by Wallpaper Projects. And we can’t forget the faux fur wall in the lounge, which has become the biggest “Instagram moment” of the store. Though if you ask us, we think the store is photo-worthy from every angle. Make sure to catch it before it’s gone!
See more in the slideshow!
The timeframe was very short. This is something that sets Homepolish apart from traditional design firms. We were able to pull it off on budget with zero lead time.- Justin Huxol, Homepolish designer