Marcus Wainwright knows that it takes a lot these days to get people to leave their couches and visit a store. So the chief executive officer of Rag & Bone developed a new concept for the brand’s latest store in Miami’s Design District that is intended to draw those interested in something more than just the latest take on the chino.
The two-level 3,995-square-foot store at 89 NE 41st Street features a raw, garage-like interior complemented by several innovative in-store experiences including vending machines and 3-D custom art installations.
“We had a concrete box to play with so we left it a concrete box,” Wainwright said. “We’ve always tailored our retail concepts to fit the building, but this is taking it to the next degree.”
A private lounge on the second floor features furniture created by Rag & Bone’s in-house Custom Fabrication Shop in Brooklyn. Expanded fitting rooms offer murals by artist 2Alas intended to offer “an immersive shopping experience.”
The store includes video content that is projected against the main wall of the store and a vending machine on the main floor that dispenses original stickers and temporary tattoos as well as classic candy. The brand’s dagger insignia and Quality Guaranteed logo have been reworked into a neon sign next to the cash wrap on the first floor, and original artwork by Alexis Diaz fills the hallway adjacent to the fitting rooms.
Suspended racks and reclaimed wood fixtures on the first floor are used to display the men’s and women’s apparel and accessories. A custom 3-D art installation by Boy Kong is displayed on the staircase to the second level.
The store is designed in a modular format allowing Rag & Bone to continually move things around. “That keeps it constantly interesting,” Wainwright said.
“The future of retailing is that stores have to be an exciting place to go, not just a place to buy stuff,” Wainwright said, adding that the artwork, candy machines, stickers and “simple but beautiful art” are intended to help the store be more experiential. “There’s a lot to look at other than clothing.”
He said his mission these days is to create a retail environment that would “still be interesting even if there weren’t any clothes in it. We wanted to create something that stood out.”
In partnership with Wynwood Walls, Rag & Bone has also commissioned an ongoing series of art installations for the main exterior walls of the second floor that will change biannually. For the opening, artist 1010 offered up his take on dimension and illusion in a large mural.
Rag & Bone, which was founded in 2002, operates 31 stores in the U.S. and another five internationally. Its wholesale collection is available in department and specialty stores in 53 countries.