Velvet by Graham & Spencer has long been synonymous with effortless luxury, and now, the brand has brought its signature West Coast aesthetic to New York City. On November 2, 2024, Velvet opened its newest retail space in Nolita, blending minimalist elegance with a warm, inviting atmosphere. David G. Flatt Furniture Ltd took on the challenge of designing a store that captures Velvet’s refined yet laid-back style while ensuring a seamless shopping experience.
Creating an Atmosphere of Relaxed Luxury
Velvet’s brand thrives on understated sophistication, and the Nolita store reflects that ethos. The design incorporates natural materials like wood, brushed metal, and soft textiles, creating a space that feels both modern and approachable. A neutral color palette of warm whites and muted earth tones set a calming backdrop, allowing Velvet’s carefully curated collections to take center stage.
Designing a Thoughtful, Customer-Friendly Layout
A well-planned retail space enhances the shopping experience, making it easy for customers to browse without feeling overwhelmed. The Nolita store’s layout features open sightlines, ensuring a seamless flow from one section to the next. Strategically placed displays showcase Velvet’s signature tees, elevated basics, and seasonal collections, while cozy lounge areas encourage visitors to linger and engage with the brand.
Custom Fixtures for a Unique Retail Experience
To elevate the store’s aesthetic, David G. Flatt Furniture Ltd designed custom-built shelving, display tables, and racks that complement Velvet’s modern yet relaxed style. Using a mix of reclaimed wood, polished metal, and matte finishes, the fixtures strike a balance between industrial and organic. Each element was crafted with both functionality and aesthetics in mind, ensuring that Velvet’s collections remain the focal point.
Weaving Brand Storytelling into the Design
A retail space should feel like an extension of the brand’s identity. At Velvet, subtle branding elements, such as textured wall panels, organic fiber rugs, and minimalist signage, reinforce the brand’s commitment to timeless, high-quality fashion. The store’s clean, airy aesthetic mirrors the effortless style of Velvet’s collections, making the space feel both aspirational and approachable.
Designing for Flexibility and Future Growth
Retail spaces must adapt to seasonal collections, in-store events, and evolving customer preferences. Velvet’s modular store design allows for easy rearrangement of displays without disrupting the overall flow. This flexibility ensures that the space remains fresh, dynamic, and in sync with the brand’s evolving aesthetic.
A New Chapter for Velvet in Nolita
With its November 2, 2024, opening, Velvet’s Nolita store has already begun to make its mark, offering a shopping experience that reflects the brand’s signature blend of effortless luxury and modern sophistication. From custom fixtures to strategic lighting, David G. Flatt Furniture Ltd, meticulously crafted a space that not only enhances the Velvet brand but also invites customers to engage with it on a deeper level.
Visit Velvet’s Nolita store:
282 Lafayette Street, New York, NY 10012
Monday-Saturday: 10 AM – 6 PM | Sunday: 11 AM – 6 PM
Want to transform your retail space into a reflection of your brand’s identity? Contact us today to see how David G. Flatt Furniture Ltd can bring your vision to life.
