The brand’s first US retail space has been transformed into an installation piece using raw deconstructed ideas and materials to create an experience that reflects the handmade craft of the FEIT brand.

A raw, minimalistic craftsmanship allows the architecturally designed space to encompass the purity and integrity of the FEIT product. Unique in design and identity, the store brings a naturally raw creativity using materials of baltic birch, concrete and raw timber, highlighting the FEIT product.

The store concept aims to complement the product with underlying motifs to recreate the craftsmanship in each handmade FEIT product. Mirrors are integral to the interior experience, generating a degree of transparency and wonder while being contrasted with the clear distinction of electrical lighting defining service and display areas. Playing with smoke and mirrors, the store also allows for a behind the scenes look into the repair services offered behind the showroom.

“The Store utilizes raw construction materials in a minimal manner and turns a traditional store into a space that provides a heightened sense of pre- and post-purchase service, including repairs” Tull Price. The collaborative project evolved with visionary artist Jordana Maise, creating her first architectural project titled Raw Elements of Construction.

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