Hat Club SoHo, recently completed by UP, is an adaptable retail shop. By housing the merchandise in 420 modular boxes, the shop can evolve as needed to address shopper demand.
The shop is located in the oldest freestanding building in Soho and demolition revealed unexpected gems which the design adapted to highlight. Inspired by old New York, the reimagined identity was created to continue the concept of old vs. new.
Photos: Julia Cawley