The iconic New York fashion house DKNY wanted their Soho pop-up store to be “a work in progress”. A reflection of the ongoing rebranding taking place under new creative leadership. We created a concept leaving the store partly unfinished. Based on the themes of Femininity, Evolution and New York, the store design uses recontextualized, raw materials from the city. A delicate colour scheme adds softness. The space itself once housed a legendary art gallery. To keep the space evolving, visual artist will continuously be invited to make window displays. So when in town, drop by and check out the latest collection and installation.