Space Arquitectura was called in to create a new showroom to present an up-to-date image for the Calvin Klein label.

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Project Info

Client: Calvin Klein
Architect: Space Arquitectura
Size: 790 sq m
Duration: Nine months

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Words by Emily Martin

Images by Paul Czitrom

Architecture practice Space Arquitectura has delivered Calvin Klein's sleek new concept showroom, in Mexico City, with the design inspiration drawn from an American loft apartment. With an open brief, the practice has delivered the new space, sited next to the company's South America HQ, that challenges an out-of-date brand image.

'What Calvin Klein wanted to do was change the image and create a prototype for the new showrooms in the USA and Latin America,' says Juan Carlos Baumgartner, managing partner at Space Arquitectura, with Calvin Klein opting for Mexico as the starting point before an international roll-out. 'The key challenges were to transmit an emotion that is cool and sexy and change the perception of the brand, which has dated a lot [after its success] in the Eighties.'

Change of look for Calvin Klein, with the new showroom space using natural materials and colours

Space Arquitectura says it wanted to produce something on the 'extreme' on the design for the space in order to eliminate yje outdated brand image. Baumgartner describes the fashion house maintaining a staple brand perception within the Latin American market, with the new-store design aligning to a luxury brand perception. The design is also careful to exclude anything that would 'remind you of its past' -- including hiding its light blue jeans from display, a common consumer association to an outdated brand.

Featuring natural materials, neutral colours and straight lines, the design scheme includes rustic details such as a wooden bench in the reception area. With the use of these materials along with the lighting design Space Arquitectura was able to create a warm and simple environment, which is easily configurable when planning stock for each season.

Change of look for Calvin Klein, with the new showroom space using natural materials and colours

Nevertheless the practice ensured that a radical change didn't eradicate the brand roots. 'It's an American brand and that is something you have to transmit [in the design scheme] as it's part of the DNA,' says Baumgartner. 'So we wanted to make it feel like you were in a loft in, say, New York. That is one of the things that the brand wanted to do; to create a feeling that can be very homely and warm yet industrial at the same time.'

Baumgartner talks about the practice's methodologies, which have been established as a fundamental process when working with retail clients. Emotion plays a key part within a scheme, which is consulted on with the client during the early phases of the design process.

Change of look for Calvin Klein, with the new showroom space using natural materials and colours

'Some of our methodologies focus on the business and are very linear and logical; what do you want to do as a business and how can I help you? That's what we call "left brain",' he explains. 'And on the other hand we have a methodology that we call "brand space", which is a hybrid between branding and architecture and defines the emotional design; what it calls "right brain".'

Selling experiences is a key part in Calvin Klein's, brand challenge in the Latin America market, says Baumgartner, which then transmits the necessary emotion and defining the designs scheme. The practice is working closely with Calvin Klein to assist with the corporate roll-out, currently labelled as a prototype design, in its store, which is also educating the value of interior design in the Latin American markets.

Change of look for Calvin Klein, with the new showroom space using natural materials and colours

'Typically landowners will spend money on the design of a building, with little consideration on the interiors,' says Baumgartner. 'Slowly that perception is changing as people are realising that a designed retail environment also contributes to sales.'

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