As part of the Arcadia Group, the much anticipated Topshop and Topman store has opened its doors in New York, enabling New Yorkers, for the first time, to get the full Topshop and Topman experience on their own doorstep. Designed by Dalziel & Pow, the flagship store is located on Broadway in Soho, a district with the architecture and attitude most suited to the brands. The store, which was previously a clothing retail outlet, is 33,500sq.ft over four floors; one for Topman and three for Topshop. A fifth floor features a press room, a VIP Style advisor area and a hospitality section. The store has been in the making for over a year; from the earliest architectural planning to the latest VM applications.
Elaborating on how long the project took from start to finish, David Wright, associate director of marketing for Dalziel & Pow, said: “[It took] longer than usual due to union and different shopfitter practises in the US.” The company had to work with a US architect, project manager and general contractor, and attain permits to work for many categories that do not apply in Europe. The drawing documentation process is said to be much stricter in the US and takes longer to process. Permits also take a long time to be granted and can effect the overall programme.
The store features an impressive iron fronted façade, and floor to ceiling heights of up to 4m on the ground floor to create an ideal space for contemporary retail. Each floor features the original metal columns, set off against the clean crisp ceiling and wall treatments. The flooring is a combination of tile and timber; the tile adds pace through the middle of the space and the timber is a nod towards the original specification.
The entrance has been extended over the three upper floors, with a glazed atrium above the lobby, which emphasises the scale of the store. Escalators are placed to the right of each floor, making them prominent, but screened by a full height glass wall, merchandised to maximise the impact of the fashion on offer.
The escalator wall brings a London story to New York, with a photographic montage featuring London icons and references to Topshop and Topman culture. It is framed by a new directory system Dalziel & Pow trialled in White City, but is particularly effective here considering the complexity and size of the store. Navigational signage follows this same informative style.
Topshop’s ceilings and flooring on all levels are contrasting light and dark, emphasising the length of the space. The ceiling features a white raft and a white tiled avenue coming out of a dark grey soffit and a dark grey stained timber floor. The overall ambiance of the store is dramatic and theatrical, accentuated by the use of directional spotlighting throughout and the relatively low light levels.
Wall systems are bespoke to each floor and the products on offer, creating interest and aiding navigation. Specific product zones or sub-brands get their own treatments, creating the impression of an exclusive and varied space that will constantly evolve, depending on the current trend.
Topman occupies the basement and is a more intimate space, crammed with visual interest and character. The ceilings are lower here, adding to the immersed feeling and club-like vibe, which is part of the brand’s heritage. Departments and product stories are arranged around the perimeter, and a glass box in the middle of the floor creates a space that is intriguing, but instinctive to shop.
As this is the first Topshop to reach the US, one may think that Dalziel & Pow may have had to change or tweak ‘traditional UK shopfitting style’ to meet the US’s demands in regards to layout and design. However, Wright commented: “There is a new set of thinking for this store, the chance to start again without inheriting too many old Topshop details – a blank canvas – but also making use of the strong architecture of the building.”
The store stays true to its roots, so to speak, with a patriotic Union Jack displayed, bringing a strong UK presence to New York, in style. Everywhere throughout the store aims to inspire customers and introduce the brand to this new US market. It is said to be the strongest statement of the brand outside of its Oxford Circus home.
Although it’s early days, so it may be difficult to judge how well the store will do, it is said to have received a “very positive” response, according to Wright, and few can doubt the impact of its opening. It received Global media coverage, including slots on CNN, the BBC and other major broadcasters and magazines reported on its high profile opening. Sir Philip Green, the owner of the Arcadia Group is happy with the look and feel of the store, he said: “The best store we [Arcadia] have ever built.”