After a series of pop-ups and regular outlets in New York, the Canadian clothes and accessories brand of Joe Fresh is now well established on Fifth Avenue. Their building is an iconic testimony to modern architecture of the mid-20th century known as the ‘Crystal Lantern’ building, designed by Skidmore Owings and Merrill.

The recent interior redesign was undertaken by the Toronto based practice of Burdifilek who carried out the project whilst always keeping in mind the heritage and the location of the building. The transparencies of the structure were left unobstructed thereby bringing into the store the vibrancy of New York City from every angle. The original 70 foot long gilded screen and abstract hanging cloud motive by sculptor and furniture designer Harry Bertoia were preserved within the decor of the colorful urban interior.

As a listed building, city planning regulations prohibited the installation of permanent features and so free standing fittings of white powder coated aluminum served as hanging space with the advantage of flexibility according to marketing needs. The orange color of the brand has been placed in the form of light boxes and video screens showing art and fashion shows have been scattered around the store. The flagship store of this affordable, instantly recognizable brand has certainly come a long way from its grocery store launch just a few short years ago to an impressive Fifth Avenue location.