FEIT’s new flagship on the corner of the Bowery and Prince Street in Soho features an installation by artist and architect Jordana Maisie. Titled Raw Elements of Construction Installation 1, the artwork translates the philosophy of the modern day shoemaker, highlighting the craftsmanship of the product with its matrix of wood beams, minimalist displays, and floor-to-ceiling windows.
Australian brothers Tull and Josh Price founded the luxury shoe brand a decade ago, and tapped Maisie, their friend and fellow Australian, to collaborate on the design of the new retail store. “It was important that the interior spoke to the idea of construction,” said Maisie. “Really just looking at working with simple materials, and reduced palette so that the product could really take the forefront of the space.”
Split into display and service areas, the store uses an unobtrusive divider to distinguish the different programmatic needs while still allowing customers to view the FEIT collection and the repair and showroom section.
In the front, sharp angular wood planes intersect and serve as displays for the handmade shoes. Light fills the space, and mirrors reflect both the street activity and latticed birch plywood installation inside, creating a mirage that intentionally plays with the perception of shoppers and passersby.
Maisie used simple and pared down materials to not distract from the products, including Douglas fir timber, mirror, glass, and steel. “We wanted to create an experience in the store. It doesn’t necessarily feel like you’re coming in to buy something. Rather it supports creativity,” said Maisie.