Last week, leading Canadian outerwear brand Arc’teryx started an ambitious new chapter for their inspirational Veilance collection. Through a new partnership with renowned creative architecture firm Snarkitecture, headed by Alex Mustonen and Daniel Arsham who aim to marry architecture and art with their joint endeavor, for the first time ever the brand opened a unique concept store experience in New York City — open for the public until January 8th, after it closes its doors for good again. Accompanying the new project in New York, Veilance introduces a new strategy in the grouping of its minimalist pieces of clothing: having created the new categories Wind, Rain and Cold protection systems.
From this new direction of thinking, Snarkitecture created a space that highlights Veilance’s multiple apparel solutions built from the highest performing materials and proprietary construction techniques. Conceptual, structural and innovative, the collaboration of Veilance and Snarkitecture delivers a progressive shopping experience, in our eyes giving another peek of where physical retail as a whole is unavoidably moving towards in the (near?) future. No surprise that this progressive creation comes from Arc’teryx Veilance, having led the way in hybridizing cutting edge technical features with future-proof aesthetics in their designs since its inception, now beautifully translated into a fitting retail experience.
The Autumn/Winter 2016 collection offers new dimensions of freedom with its signature ergonomic, minimalist and refined tailoring; low-profile and yet able to create a microclimate of protection.
The remarkable installation created by Alex Mustonen and Daniel Arsham represents the Veilance aeshetic and ethics perfectly in the company’s first seasonal concept store, ever. The 186 m2 space in the SoHo district of New York is organized in three distinct sections to reflect the newly formulated Arc’teryx Veilance protective systems – Wind, Rain and Cold. The geometrically-inspired layout and division of space directs visitors through an unexpected abstracted landscape, as they explore the Veilance collection. The play between the precise architectural forms and the excavated handmade surfaces, echoes the origins of Arc’teryx Veilance. Meanwhile, the space’s minimalist palette strengthens the aesthetic of the collection, forming, what in our eyes is, a wonderful example how a physical retail experience still can be relevant in today’s world.
Snarkitecture is a New York-based collaborative practice established to investigate the boundaries between art and architecture. The name is drawn from Lewis Carroll’s ‘The Hunting of The Snark’, a poem describing the “impossible voyage of an improbable crew to find an inconceivable creature.” In its search for the unknown, Snarkitecture creates architectural-scale projects, installations, and objects.
In their projects, Snarkitecture focuses on the reinterpretation of everyday materials, structures and programs to new and imaginative effect. With a conceptual approach centered on the importance of experience, the studio creates unexpected and memorable moments that invite people to explore and engage with their surroundings. By transforming the familiar into the extraordinary, Snarkitecture makes architecture perform the unexpected. To learn more about the company reread the feature in Oak Street 04.
All 26 styles from the Autumn/Winter 2016 collection, plus two New York City-specific pieces are available in the new store.
The Arc’teryx Veilance concept store is located at 81 Greene Street in SoHo, New York City. Openend until the 8th of January 2017.
For all information see here