A Local Studio’s Sustainable Transformation of Veja’s Brooklyn Store
Veja, the iconic French footwear brand, recently unveiled its latest retail space in Williamsburg, Brooklyn. Designed by the local studio Office JDY, the store exudes a unique blend of sustainability and minimalist aesthetics, perfectly encapsulating the brand’s ethos. Walking into the store, visitors are greeted by striking lime-plaster walls, exposed brickwork, and an inviting outdoor courtyard wrapped in red-colored wood.
The Building’s Authentic Charm
The design team at Office JDY made a conscious decision to preserve the original materials of the single-storey building, leaving red bricks, concrete blocks, and plasterwork exposed across the open sales floor. This thoughtful choice not only added character to the space but also served as a nod to the building’s history and craftsmanship. To enhance the visual appeal, a custom lime plaster mix was applied to a wall and a stepped display, creating a harmonious blend of colors and textures.
A Minimalist Approach with a Sustainable Touch
One of the standout features of the store is a 37-foot-long white display shelf mounted on a brick wall, showcasing Veja’s signature sneakers. The clean lines of the shelf provide a stark contrast to the raw, industrial elements of the space, emphasizing the brand’s commitment to simplicity and sustainability. According to Office JDY, the white sales surfaces are the only ‘new’ finishes in the store, maintaining a cohesive and uncluttered aesthetic throughout.
Creating a Welcoming Environment
In addition to the retail area, the store also houses a repair shop at the back, where customers can have their Veja products and other shoes fixed. The use of white oak for the benches, counter, and storage adds warmth and sophistication to the space, inviting visitors to linger and explore the brand’s offerings. The careful attention to detail in every aspect of the design reflects Veja’s dedication to quality and craftsmanship.
Transforming the Exterior Space
To complement the interior design, Office JDY also revamped the building’s masonry exterior, installing a large storefront window and a pivot entrance door to provide a seamless transition from the street to the store. The adjacent courtyard underwent a stunning transformation, featuring red-hued wood panels, globe-shaped lights, and a pergola for outdoor events and activations. The vibrant outdoor space offers a refreshing contrast to the serene interior, creating a dynamic and inviting atmosphere for customers and passersby alike.
A Growing Presence in Retail
Veja, founded in Paris in 2004, has steadily expanded its reach over the years, opening its first dedicated retail space in 2023. With the Brooklyn store joining the ranks of other global locations, the brand continues to redefine the retail experience with its unique blend of style, sustainability, and craftsmanship. The success of the Williamsburg store is a testament to Veja’s enduring appeal and commitment to innovation in the fashion industry.
In Conclusion
The collaboration between Veja and Office JDY has resulted in a truly remarkable retail space that not only showcases the brand’s products but also embodies its values and vision. By seamlessly blending sustainability, minimalism, and authenticity, the Brooklyn store offers a one-of-a-kind shopping experience that resonates with customers on a deeper level. As Veja continues to make its mark in the world of fashion, this latest venture stands as a shining example of creativity, design excellence, and environmental consciousness.
