The Joe Fresh brand opened its U.S. flagship store at 510 Fifth Avenue, in New York City on Friday March 30, 2012. The 14,000 sq. ft. two story store will be the fourth New York City location for the Canadian fashion brand which opened its first stores in the U.S. last fall.
Located at Fifth Avenue and 43rd Street, near the New York Public Library and Bryant Park, the glass-walled building was designed in 1952 by Gordon Bunshaft and originally built for the Manufacturers Hanover Trust Company. This stunning example of International Style architecture was designated a landmark building in 1997. The site has undergone a 12-month renovation to bring the building back to its original glory. One of the most striking attributes of 510 Fifth Avenue is the original, 70-foot long gilded screen by noted sculptor Harry Bertoia, which has been reinstalled and is set to provide a beautiful backdrop on the second floor for the Joe Fresh collection.
Led by award-winning firm Burdifilek, the interior design honours the existing architecture with complementary detailing while providing a clean backdrop to highlight the collection’s bold colour aesthetic. Custom fixtures and finishes in matte white, blackened steel and clear sandblasted acrylic combine to create a classically modern palette.
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