Helmut Lang - 1997
NYC
Gluckman Tang Architects
In 1997, New York City-based architecture firm Gluckman Tang was commissioned to design fashion designer Helmut Lang's NYC showroom. Located on Greene Street in Soho, the 3,500 sq ft loft space was divided into three distinct sections. The goal of the showroom was to create a unique experience for customers, one that was new to the world of retail design. Helmut Lang known for his close connections to various creative outlets. Working with contemporary artists, photographers, and architects. The design of this space was a perfect marriage of all Lang’s creative interests. The first section of the shop was the reception area, which was visible from the street and kept minimal, with only a reception desk and a sculpture installation by Louise Bourgeois. Designed to create curiosity to potential customer as they walked past the shops windows. Upon passing this reception area, customers then walked past the first of two floor-to-ceiling glass walls which help divide the sections and were greeted by a site-specific installation by artist Jenny Holzer, which was also friends with Lang. The installation was designed into a faux colonnade that stood as a modern take on the classic Soho loft cast iron colonnades which could be seen throughout the shops floor.
The second section of the showroom featured a magnificent display of technology and design. This area contained a long counter top that acted as the cash wrap and also four large, monolithic black cabinets that were designed to display the designer's merchandise. From a certain angle, these cabinets appeared to be solid black boxes, but as customers walked closer, the angle changed and the black surface gradually became transparent, revealing the contents inside. The third section of the shop contained the dressing rooms, which were divided from the rest of the showroom by the second floor-to-ceiling glass wall. The dressing rooms were designed from a plastic honeycomb material and lit from above by a glass skylight.
This project was a clear example of the "Y2K aesthetic" style of design that ruled the late 1990s and early 2000s. It was a moment were design, in all outlets (fashion, music, movies, hardware design, architecture, and furniture) looked towards technology to mix with traditional and evolving designs. Today, we are seeing a resurgence of the Y2K aesthetic in fashion, and I wonder if it can translate back to the architecture world as well. With technology continuing to advance, I feel there ’re opportunities for architects and designers alike to explore the use of technology in creating new, interactive, experimental spaces.