SO-IL, the Brooklyn-based architecture studio, has crafted a stunning new flagship store for Issey Miyake on Manhattan's prestigious Madison Avenue. This project marks a significant shift for the Japanese fashion brand, which previously occupied a space in Tribeca, designed by the renowned Frank Gehry. The new store embodies the essence of Issey Miyake's innovative and experimental approach to fashion and tailoring, as described by SO-IL co-founder Jing Liu.
The design seamlessly blends the brand's avant-garde spirit with the neo-gothic architecture of the New York Life building, a 34-story structure completed in 1928. The studio's approach is characterized by a delicate balance between the existing building's grandeur and the brand's modern aesthetic. Liu emphasizes the absence of 'designed objects' in the space, allowing the clothing to take center stage. The open interior volume mirrors the monumentality of the building's limestone exterior, creating a harmonious relationship between the store and its surroundings.
One of the key design elements is a continuous aluminum rail that spans across the grand arched windows, providing a subtle yet effective connection to the building's architecture. Giant studded-steel columns create a rhythmic and symmetrical backdrop for perforated metal cases, which house ceiling-mounted services and lighting. This thoughtful arrangement ensures that the clothing remains the focal point, with custom freestanding aluminum rails and glass-topped tables displaying the garments.
The store's layout also incorporates a mezzanine level, accessible via a doglegged staircase suspended from the steel structure. The slender profile of the staircase, paired with all-glass balustrades, gives it a weightless appearance, further enhancing the overall design. Liu highlights the studio's focus on material properties and technical aspects, pushing the boundaries of what glass and aluminum can achieve, both visually and structurally.
The new store also features a repurposed element from Issey Miyake's previous Gehry-designed store: a large folded plate installed above the minimalist aluminum service counter. Initially, SO-IL explored various ways to integrate this piece into the new design, but the challenge of finding fabricators who could work with titanium led to its preservation as a standalone object. This decision adds a unique touch to the store's interior, showcasing the brand's history and evolution.
Looking ahead, SO-IL has plans to present an exhibition of its material explorations and collaborations in the gallery space from September 2026. This commitment to showcasing their work is a testament to the studio's innovative approach and its alignment with Issey Miyake's brand identity. The collaboration between SO-IL and Issey Miyake exemplifies the power of architecture and design to enhance a brand's identity and create a memorable shopping experience.
