Mack Weldon Hudson Yards Store

Mack Weldon, a men’s lifestyle brand, decided to build their first brick and mortar space. This direct to consumer company wanted a non-traditional retail experience which reflected its technology story based on premium materials, smart design and easy shopping. The design result was a “gallery-like” space. The materials such as white oak, blackened steel, and granite were luxe but purposeful attributes part of the MW vernacular. To create user engagement, an open concept included flexible modular units with integrated seating as well as mixed media from a tactile to a digital experience. The centerpiece was a sculpture composed of iconic objects and MW product divided into 3 lifestyle panels: Daily, Work, and Active. Perimeter bay units organized merchandise, offered storage and displayed iPad interactive moments. Vinyl quotes and custom sign holders for branded content added another layer to the storytelling. The video projection, custom game consoles, and Mack-Man, an arcade game where the user needs to beat the clock and get dressed him with MW product, became fun brand extensions. The 360 experience is complete with the most forgotten room, the changing room. This became an opportunity, an Instagram call to action where a user can interact with the wall mounted sculptural pieces.