Experience the allure of fashion like never before at the Sensorial Flagship Store, designed by JUJU Studio in New York City. Boasting over 2600 square feet of space over two ﬂoors, this store oﬀers a unique and captivating experience for fashion lovers, leaving an unforgettable impression on all who visit.
JUJU Studio, founded in 2021, is a spatial design practice that specializes in creating immersive experiences that push the boundaries of architecture and sculpture. Led by Jing Ju, the studio’s innovative approach to design is evident in the Sensorial Flagship Store, which breaks away from the traditional fashion retail design.
Unlike typical fashion retail spaces, the Sensorial Flagship Store is inviting and relatable, encouraging customers to engage with the brand in a fully stimulating way. The long, linear ﬂoor plan of the store is visually segmented by clothing displays, partitions, and red carpets, which create a sense of movement and ﬂow throughout the space. The series of arches embedded in the walls further enhance the store interiors, breaking up the monotony of the ﬂoor plan and allowing customers to explore the diﬀerent styles of clothing with ease.
As customers ascend the staircase to the upper level, they are greeted with an alluring atmosphere that is both seductive and glamorous. The dressing rooms on this level are adorned with the same textures and hues, multiple mirrors, and red satin sofas, creating a sense of continuity and theatrical ambiance throughout the store. The warm lighting adds to the overall golden atmosphere, and the use of red provides a poetic and romantic sensation, making for a truly captivating experience.
One of the standout design elements of the store is the sliding counter that transforms eﬀortlessly between a check-in counter during events and a ﬂoating accessories display counter when no events are taking place. The sleek and minimalistic design of the counter complements the overall aesthetic of the store and demonstrates a thoughtful and eﬃcient use of space.
The material palette is dominated by customized textured beige walls, which create an elegant and modern aesthetic. The smooth yet durable surfaces add texture and visual interest to the space, while the beige hue creates a sense of lightness and spaciousness. This helps to create an accommodating atmosphere in the closed retail environment, where customers are likely to take their time browsing through the store’s selection of clothing and accessories.
Designed with the customer experience in mind, the Sensorial Flagship Store oﬀers a unique and innovative retail space that captivates and engages customers. The store is a must-see destination for anyone interested in high-end fashion and an immersive retail experience. JUJU Studio has truly created a memorable destination for fashion lovers in New York City, showcasing a commitment to quality, attention to detail, and a new direction for what fashion retail could mean.
Category: Retail Store Area: 2600+ square feet
Completion time: February 2023
Design scope: Strategy, interior, architecture, decoration
Design ﬁrm: JUJU Studio www.jujustudionyc.com
Creative director/Chief designer: Jing Ju
Furniture Design: Thehighkey studio