GreenRow

With entrances on two streets and no singular front door, the long, narrow footprint offered an opportunity to rethink the traditional retail experience. Rather than prescribe a path, IA created a sequence of open spaces and intimate moments that unfold naturally from either direction.

Custom fixtures, flexible merchandising zones, and 360-degree displays allow collections to shift and evolve, giving the store the character of a home assembled over time. Furnishings and objects are arranged to encourage exploration, inviting visitors to wander, linger, and make unexpected discoveries. The result is an experience that feels intuitive and personal, with something new to encounter on every visit.

The building’s history became an essential part of its next chapter. Guided by GreenRow’s commitment to sustainability, IA approached the renovation with an emphasis on reuse, finding opportunities to preserve existing elements and give them new purpose.

Vintage and antique partitions, millwork, and display elements were carefully adapted for contemporary retail, bringing texture, character, and a sense of continuity to the space. Select new interventions add moments of distinction, including a custom Daltile entry inlay featuring brass GreenRow logos and a delicate floral motif.

Located within the SoHo Cast Iron Historic District, the project also called for a sensitive approach to the building’s exterior. Working closely with city consultants and signage specialists, IA developed painted graphics and banners that establish the brand’s presence while respecting the surrounding architecture.

Behind the scenes, the design balances this layered customer experience with the practical demands of retail. IA explored ways to use the existing cellar for storage through the Howard Street vault hatches and coordinated custom fixture development within an accelerated construction schedule.

The completed store offers a new expression of GreenRow’s identity, one shaped as much by what was preserved as by what was introduced. Rooted in the character of SoHo yet designed to change with the collections it holds, the space gives the brand a physical home with room to evolve.