Nu Hü New York, 2021
Store 16, Biombo
Author Javier J. Iniesta, Cartonlab
Collaborator Marina Benítez, Diana Fernández, Carlota de Elvira
Client Nu Hü New York
Location New York
Photographer Michael Vahrenwald
Biombo is the dream of building a space with a single piece, with a single gesture. This temporary store posed the challenge of building a space that offered a memorable shopping experience and at the same time aroused environmental awareness in the visitor. The clothing collection that is presented is made up of basic but sophisticated garments, with a wide range of colors inspired by New York City, and 100% ecological. The project tries to transfer these values to the space: the store is built entirely with recycled cardboard, and uses the identity color range of the city with which the brand has been working. A folding and self-supporting cardboard element is designed, which once deployed in the premises distributes the space generating small spaces that order the collection on the sides, while offering a spatial experience playing with perspective: a sequence of identical porticoes zigzag to the bottom, and they are perforated from end to end, opening steps that decrease as you advance towards the bottom, generating not only a sequence of routes but also a visual impact from the street that becomes a powerful attractor for people of New York.