Schott NYC
a contemporary retail experience rooted in american heritage
Schott NYC, the storied American apparel brand renowned for its iconic leather jackets, unveiled its newly redesigned flagship store in 2023 at 32 Howard Street in Manhattan’s SoHo district. The relocation from its former Elizabeth Street address marks a significant new chapter in the brand’s century-long history.
The 2,500-square-foot flagship was thoughtfully reimagined by WAKE, serving as architect and project manager, in collaboration with ArcFlux Studio for design. The interior seamlessly blends Schott’s rich heritage with contemporary design elements, creating an inviting retail environment that honors the brand’s legacy while appealing to modern sensibilities.
The layout highlights Schott’s diverse product range—from its legendary Perfecto® motorcycle jackets to a full selection of men’s and women’s apparel and accessories—while emphasizing craftsmanship, materiality, and durability, core values that define the brand.
Strategically located between Crosby Street and Broadway, the flagship benefits from SoHo’s dynamic retail context, attracting both longtime loyal customers and a new generation of shoppers.
The relocation and redesign underscore Schott NYC’s commitment to evolving with the times while remaining true to its roots, offering a retail experience that reflects the brand’s enduring appeal and cultural legacy.
SCHOTT NYC
Typology: Retail - Fashion
Location: Manhattan (SoHo), NY
Year: 2023
Status: Complete
Size: 2,500 sqf
Client: Schott
WAKE’s Role: Architect & Project Manager
Design Team: Nathan E. Minett RA
Collaborators:
Design: ArcFlux Studio
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