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Thierry Lasry Delivers the Unexpected with New Store Design

Minimalism merges with bold graphics in the French eyewear brand’s latest locale



NESTLED BETWEEN NEW York’s SoHo and Nolita neighborhoods, Thierry Lasry (New York), a luxury French eyewear brand, recently debuted a new store concept. The eyewear brand and its namesake Thierry Lasry worked closely with local design firm Shadow Architects (New York) to create a bold space that would appeal to both New Yorkers and tourists alike.

“We worked directly with Thierry on this project, and although he has this brand that’s sold throughout the world, he’s very hands on, he’s engaged and he’s involved with the company every day,” says Principal Architect Larry Cohn, Shadow Architects.

Thierry Lasry’s interior features minimalist fixturing framed by bold wallcoverings and patterns.Thierry Lasry’s interior features minimalist fixturing framed by bold wallcoverings and patterns.

Though Thierry oversaw the entire design process, Cohn added that his team was given a substantial amount of creative freedom, which is highlighted through the store’s shelving, storage units and lighting, among other unique design elements.

“The unexpected part was that we were getting ready to open when Covid hit,” Cohn explains. “This was one of those projects that we didn’t get to open [right away], and we were 90-95 percent there for opening, but then there were many months where it was closed down.”

Despite the challenges of planning an opening during the height of the Covid pandemic, the concept delivered on creating an immersive experience for customers.

📷 Photography: Courtesy of Thierry Lasry📷 Photography: Courtesy of Thierry Lasry

Featuring a variety of stylish elements including a mosaic tile floor, jungle-themed plush chairs, eye-catching wallpaper and a bold graffiti mural created by local artist Faust, the 1000-square-foot interior is divided into two sections that both serve a different purpose. First, a display wall for frames and storage space occupies one side, featuring a detailed yet minimalist design, and the bright white of the displays offset the bold colors of the merchandise. On the other side of the space, the team wanted to create a warm atmosphere to encourage customers to dwell.

“I think Thierry Lasry moves away from the expected optometrist office aesthetic and really illustrates the brand’s ties to the fashion industry,” says Cohn. “When you’re in the space, you feel this connection to both fashion and street culture.”

Thierry Lasry’s newest storefront is the epitome of the term retro-futuristic, says Cohn. “Trends are interesting, and they push design forward, but we’re careful not to do something that is so of this moment that’s not going to look good in a few years,” Cohn added. “The design of the store was done in a way so it won’t be outdated in time.”

📷 Courtesy of Thierry Lasry



MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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