American Apparel Williamsburg
Brooklyn
Jordan Parnass Digital Architecture

Edgy space reflects brand’s street credibility

© Frank Oudeman

For more photos click on 'photos & drawings' above. To see the people and products behind this project click on 'people & products.'

American Apparel is a progressive clothing company devoted to the integration of art, technology, and design. Its brand philosophy includes sweatshop-free production, socially responsible politics, and an edgy urban sensibility. The architect was commissioned to design several shops, including the Brooklyn/Williamsburg location, with a unified aesthetic that American Apparel considers crucial to the development and distillation of its brand image and marketing sensibility. Through the use of graphics, photography, found objects, and fixture design, the stores communicate a consistent brand identity in a fresh, non-institutional package.

Located behind the walls of a former garage and auto body repair shop, the American Apparel Williamsburg store is a retail pioneer in a once mainly industrial neighborhood that is gentrifying due to a large amount of artists and young professionals moving into the area. The architect helped the client to quickly identify and lease a suitable space at a very favorable price. A rapid design and construction timeline was important to keep American Apparel ahead of the gentrification curve and maintain the “street credibility” that is essential to the brand. Featuring two large aluminum and glass roll doors, the front of the Williamsburg store opens to the street both to welcome customers and reflect the industrial context of the surrounding area. When the doors are raised, the sales floor extends out onto the sidewalk and the store truly becomes an integral part of the streetscape.

Developed exclusively for American Apparel, the store’s fixture systems include a flexible combination of wall standards, acrylic shelving, speedrail racking, and modular floor fixtures. The cube floor fixtures, comprised of inexpensive interlocking cubes and attachments, allow store managers to create a variety of retail landscapes. Folded merchandise can be displayed at various heights on shelving, vitrine cases, seating, and planters.

Formal name of Project:
American Apparel Williamsburg

Location:
Brooklyn

Gross square footage:
2,900 sq. ft.

Total construction cost:
$75,000

Owner:
American Apparel
747 Warehouse St.
Los Angeles, CA 90021
213.488.0226

Architect:
Jordan Parnass Digital Architecture
68 Jay St Suite 301A
Brooklyn, NY 11201
718.852.2650
www.jpda.net