FORTY FIVE TEN LANDS IN NYC
Dallas-based retailer Forty Five Ten has opened its seventh location today at New York City’s newest shopping destination.
Located on the fifth floor of The Shops at Hudson Yards, Forty Five Ten’s New York location occupies 16,000 square-feet, each dedicated to a particular category including women’s designer, men’s designer, and 4510/SIX, a platform for emerging fashion and design.
“NYC in general felt like the best step for bringing Forty Five Ten to its next stage in terms of brand evolution,” Kristen Cole, president and chief creative officer told MR. “The location at Hudson Yards felt the right amount of disruptive and visionary. We love the unique and emergent nature of the neighborhood. The critical mass of talent and culture being cultivated there was also very compelling.”
Adjacent to Kawi, a new concept by Momofuku, Milo’s, and Bouchon Bakery, the space was co-designed by president and creative director Kristen Cole and Headington Companies’ senior vice president of retail and hospitality Joe Cole to feature contemporary artist collaborations, works, and installations—long a distinctive expression of the Forty Five Ten brand experience, as well as that of Headington Companies.
The artful storefronts were designed in collaboration with Snarkitecture, resulting in a compelling glass brick façade that belies the standard visual language of commercial spaces, as were the grid-like retail displays within the stores.
Among the artworks and installations on display will be a Jose Dávila sculpture in women’s designer; Al Freeman soft sculptures in men’s; Katie Stout sculptures in 4510/SIX; and furniture and retail display fixtures throughout by Greg Bogin.
The artworks on display in the new spaces reflect the brand’s alignment with the New York cultural and art world, including an ongoing collaboration with the Whitney Museum of American Art on a capsule collection by artist Caitlin Keogh, which follows Forty Five Ten’s sponsorship of the 2019 Whitney Art Party.
“For the most part, we are just doing what we do—a strong and directional edit across women’s and men’s designer, emerging, home design with art moments,” adds Cole. “One new element I am so excited to debut in the NY store is a new category for us: