Hollwich Kushner unveils a flexible, raw yet warm look for the fashion house’s expansion across the U.S. First stop: Portland, Oregon.
Part of Steven Alan‘s national expansion, which will see shops open in Atlanta, Chicago and Dallas, the headquarters in Portland’s west end exemplifies the rough-hewn aesthetic. Each of the retailer’s stores will highlight a wood species that reflects the local character, and in this interior the millwork is constructed from locally sourced Redwood.
The natural palette works well within the shop’s setting; it’s among the top-notch restaurants and fashion shops that make up Union Way, a new 975-square-metre stretch of retail bookended by the Ace Hotel and Powell’s City of Books. Throughout this massive retail centre, exposed trusses and custom-milled poplar wood walls evoke Paris’s passages and Japan’s alleyways.
Inside Steven Alan, a bespoke wall unit serves as the connecting element for the refreshed concept. The storage cases stretch along an entire wall and house flexible shelving, racks and storage cubbies that can be customized according to seasonal collections. “All of the key design elements are crafted from raw wood without the typical retail glossiness,” says HWKN partner-in-charge, Matthias Hollwich. (At the Atlanta, Dallas and Chicago locations, this storage system is manipulated to fit the store’s footprint, with the option of adding more units.)
Thick, white-painted steel brackets connect the storage components, and other than a field of unfinished display tables down the centre, the store offers plenty of space to move around in. Beneath the exposed beams and ductwork hang three massive X-shaped light fixtures. Also made from Redwood, the pendants are outfitted with adjustable spotlights.