LOVESHACKFANCY
MADISON AVENUE, NYC
This loveshackfancy location is rather special. This is the neighbourhood where the brand's founder and Creative Director, Rebecca Cohen grew up. It had to be amazing.
We started by talking to Rebecca about her memories of the area. She told us about going to Patricia Fields’shop after school with friends. We soon realized that this was not just a store… it should be memorable… we were not only designing a store, we were helping to create a moment of reference.
We wanted this small store to be a jewel box; it needed to feel like the most magical Upper East Side apartment. Starting from the outside, we softened up the façade with carved festoons and custom mouldings which we washed in the softest pink tones.
Walking into the first room, we wanted to create a feeling of aged glamour - a time capsule. We flew in our favourite decorative painter from LA to hand distress the wallpaper and to hand paint a mural on the ceiling emanating from the chandelier.
The second room is a cocoon… covered in Claremont silk moire and complimented with a pair of matching sofas covered in silk velvet. The fitting rooms were completely padded with a silk moire fabric and finished with a pale pink wool rug. The result is that of an apartment which was decorated 50 years ago - a time capsule which has just been reopened.
