We Built This City: Shinola Shop by Rockwell Group

PROJECT NAME Shinola Shop
LOCATION New York
FIRM Rockwell Group
SQ. FT. 2,400 SQF

Dedication to U.S. manufacturing is implicit at Shinola, which makes bikes and watches in Detroit. But how could the brand communicate this commitment through a store, without hauling out the Stars and Stripes? The Rockwell Group filled the 2,400-square-foot TriBeCa space with materials that reference our country’s manufacturing heritage, from brick walls to poured-concrete flooring. In the coffee bar at the entry, found tools and pendant fixtures salvaged from naval vessels mingle with an antique pastry case. A spiral staircase ascends to the brass-and-steel catwalk leading to offices and a showroom populated by vintage chairs from Detroit’s police department. The most conspicuous gesture: an oversize bronze world map from the 1930’s. It once hung in the Rockefeller Center lobby of an oil company—the kind that still makes Motor City run.

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