Piperlime – Soho
Client
Gap Inc.
Project Type
Retail
Location
SoHo, New York, NY, United States
Year
2013
Project Details
Overview
The Piperlime Soho flagship brings a beloved online brand to life as a high-touch destination. Bridging the gap between the screen and the street, this Soho loft feels like a chic friend’s walk-in closet—organized by "stories" and "edits" to create a curated, physical experience for the digital shopper.
Collaborators
Gap Inc.
Scale
4,000 sq ft
Outcome
The heart of the store is a series of soaring, white sculptural shelving units that mimic a modern "shoe tree." These central hubs break up the open-plan loft, creating a rhythmic flow that invites discovery. The custom-built, geometric displays highlight a curated selection of footwear, serving as both a functional inventory system and a striking architectural centerpiece.
Piperlime was Gap Inc.'s online-only footwear and apparel brand. The SoHo flagship was its first and only physical retail location, designed to bridge the brand's digital identity with the tactile energy of one of New York's most competitive retail corridors. Craig Trettau directed global retail format design at VP level across Gap Inc.'s brand portfolio during this period.
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