/ Type of project: Store
Following what Mark says in an interview: ‘If you are operating from the comfort zone, you are in the wrong business’. This is how we have dealt with this project.
Ecko is not a catwalk brand; it is not something that can be measured or classed within a trend. Ecko represents the most rebellious heart of NYC; it is the response to the adoption of bourgeois fashion, the commitment to people on the streets that have made of NY the iconic city that represents to the rest of the world. This is why Ecko stores cannot be a standard commercial place. They have of course to comply with certain parameters that cannot be avoided but, at the same time, they can skip many rules that other brands cannot.
For us, Ecko deserved a store image that has the feeling of authentic NYC from the 80’s and 90’s, those years in which NY was a high-spirited city in which the most exciting social, artistic and cultural events have taken place. Our idea is to mix the best things from the past with the present New York icons that will last. We want to show clearly how a city and a culture may have influenced our lives and how Ecko is a brand that has not only been influenced by NYC, but which has also been part of it, has contributed to it and continues to do so actively to keep it alive.
NY is a city that has changed a lot during the last 20 years but at the same time has kept its chaotic aspect. We have also wanted to pay tribute to urban art and graffiti that is with the brand since its beginnings, with a red heart that transmits passion, strength, power, confidence and respect for those who have seen it grow. This tribute that is necessary to convey the store with a feeling of authenticity and commitment.
Just like a good piece of art, a good project is solved with few elements that express themselves well. In our case, this is a dogma, so we always try to turn the space into the perfect connection between product, brand concept and the customer. Our store will be a space where the customer will perceive simply what Ecko represent and feel part of it knowing that they are important to the brand. The sources of inspiration have been urban icons, the simple elements like scaffolding, which is a structure that has covered and will always cover the streets of Manhattan. Other elements are the construction fences, made in OSB boards and displayed in a random order and painted in white to convey a warm texture, putting out of context, a material that will provide a new quality.
In order to break with such an orthogonal space, we have decided to create a structure that apart from being used as a base for the lightening, also casts a perspective to the back but turned with respect to the premises, so in this way we emphasize the chaotic spatial effect we are looking for, that represents the modern day NYC so well.
To summarize, this store is the mixture of the three most representative elements of the New York life and culture, remodeled to make people feel the purest essence of Ecko and that when they are inside the store, they forget for a while that they are not actually in the Big Apple.