Groupe Dynamite inc. is pleased to announce the opening of the first Garage store in New York City, located in the trendy SoHo neighborhood. In order to thrive among today’s hyper-connected consumers, the space acts as a window to our brand vision, encouraging people to be themselves.

Located at 508 Broadway Street, the project consists of the renovation of a commercial space on two levels. The boutique is part of a 5-storey building of which the upper floors are residential. Although the project does not affect the residential floors, the renovation plans must take into account issues of operationalization of the space, the entry of goods, universal accessibility, the presence of old conveyor systems, and an existing landmark storefront. In fact, the store is located in the SoHo-Cast Iron Historic District, which was designated a National Historic Landmark in 1978. Various strategies had to be considered to reuse the existing cast iron storefront structure, and interior infrastructures such as the existing conveyor belt, ventilation system, and the partial reuse of electrical distribution. However, a new division of the space allows for the full expression of the brand experience.

Major investments were made in more environmental materials, including LED ambient and accent lighting, custom-made Corian fixtures, and glass block walls, resulting in less maintenance, better longevity, and higher energy efficiency.

For the Garage store design, a combination of raw authentic materials was chosen in order to reflect the effortless style of their core customers. A mix of natural wood, Corian tile fixtures, and white steel fixtures contrast with fluorescent LED lighting, dichroic glass, and infinite mirror to create an eclectic environment. The fitting room zone is vibrant and amplifies opportunities for self-broadcasting moments, allowing our customers to express themselves while shopping.

Embodying the brand’s values, the space combines a wide array of engaging themes and entertaining elements representative of our core customers. From the moment they enter the Garage store, customers become engaged in the story, connect with the visuals, and are inspired by the showcased looks. Staying true to our brand image has resulted in a successful experiential addition to our Northeast American market.