2010

Rebranding for interiors and new fixture development for Forever 21 Mens Department.  Forever 21 was looking to update their look for the Mens Shops in the US market.  A central specialty fixture was designed and fabricated for the high profile New York flagship stores while three table types and modular rack system was created and rolled out to all tiered stores.

This was the first foray into easing alternative more “experimental” design concepts into the company’s historically conservative fixture package, a far cry from the chrome, pink and white that they were known for until this point.

Three separate fixture packages were deduced from these prototypes for large scale rollout for flagship, first and second tier stores.

At the time the company was buying heavily into the rustic apparel concepts, so inspiration for the fixture designs were pulled from early american industry and warehouses.  Scissor tables and robust proportions, reclaimed materials and patina treatments were utilized to emphasize a sense of history and ruggedness.

Initial prototype fixtures were fabricated from cold rolled steel and treated with a black patina and wax.  Table tops were made from locally sourced reclaimed southern yellow pine, while the beams of the central fixture were laminated hard maple.

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