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Why This Acclaimed Architectural Firm Just Designed An "Energetic Experience" In SoHo
Yasmin Sewell, a former fashion editor, has returned to New York City's SoHo neighborhood with a pop-up store for her scent-focused wellness brand, Vyrao. This venture, designed in collaboration with the renowned architectural firm OMA, known for its work with luxury fashion brands like Prada, Loewe, and Jacquemus, is described by Sewell as more than just a retail space; it's an "energetic experience." The pop-up is scheduled to operate until November 28.
The collaboration between Sewell and OMA's David Gianotten and designer Helena To aimed to create an open and ethereal environment. The design emphasizes color, light, and a sense of flow, moving beyond traditional retail aesthetics. A key feature of the store's layout is a series of mobile "totems," which function as discovery points for customers. Each of Vyrao’s ten fragrances is displayed on a pedestal, framed by floor-to-ceiling curtains. These curtains are printed in colors that correspond to the individual scents, creating a visually immersive and thematic presentation for each product.
Gianotten highlighted that the project's appeal stemmed from Sewell's focus on "mood" rather than just perfume or luxury, signaling a departure from conventional approaches in the fragrance industry. This perspective influenced the store’s innovative use of visual and interactive elements. The brand's logo, crafted from four-foot-tall mirrored letters, is prominently placed at the entrance. This installation interacts with looping projections of Vyrao's past campaign imagery, inviting visitors to engage with the brand's visual history. LED lighting further enhances the store's atmosphere, with subtle color shifts that animate the space, creating a dynamic and evolving environment. Gianotten noted that this "bombardment of imagery" was designed to attract attention and allows for diverse visual interpretations, ranging from natural green tones to more intense red hues, each evoking a different energy.
Beyond the primary retail area, the pop-up includes a distinctive egg-shaped space at the back, situated under a skylight. This area is designed to encourage visitors to linger and connect with the brand on a deeper level. The concept of connection is further reinforced through various collaborations featured within the store. Notably, ceramic cups handmade by actress Lake Bell are available for purchase and are used to serve Keith’s Cacao from Guatemala. Additionally, a curated selection of books by Isabella Burley of Climax Books is offered, contributing to the experiential aspect of the space. Sewell emphasized that the intention behind the pop-up transcends typical shopping; it's conceived as a sanctuary where individuals can "slow down, breathe, and feel," offering a holistic wellness experience rather than merely a transaction.
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