The Calvin Klein flagship on New York's Madison Avenue has gone from "minimal to maximal", with a bright yellow makeover forming the backdrop for artworks celebrating Americana.
As the American fashion brand's recently appointed chief creative officer, Belgian designer Raf Simons put his stamp on one of its most important retail spaces with the help of his friend and frequent collaborator, artist Sterling Ruby.
The minimalist interior by British designer John Pawson has been replaced with bright yellow surfaces, ahead of a full refurbishment of the building.
"I'm taking the Calvin Klein flagship store from minimal to maximal; my design should be seen as a marker to celebrate the future of the brand," said Ruby. "I wanted the store to glow from within, representing a new day for Calvin Klein."
Spanning the full three floors, Ruby's installation includes a scaffolding framework for hanging artworks as well as garments.
The art pieces are created from a mix of found objects and everyday materials, and thematically tie into Ruby's obsession with American consumerism.
A selection of homeware can also be found around the store, including vintage quilts – one of which covers a low bed set up on the top floor, beside the brand’s display of its new line of sheets.
"The use of very direct and familiar references common to the American visual experience creates a simple and emotional connection with the brand," said Simons.
Following the overhaul, the store reopened at the end of July 2017, coinciding with the launch of Simons' Fall 2017 Calvin Klein 205W39NYC collection.
The men's and women's clothing and accessories range takes its name from the location of the brand's headquarters at 205 West 39th Street in Manhattan, where Ruby has previously redesigned the ground floor and 12th floor showrooms.
"I wanted the store to generate a very immediate physical experience that could as well be intimately connected to the collections," Simons said. "It is also a continuation of the language I am creating with Sterling for Calvin Klein's visible and physical identity."
Calvin Klein was founded by its namesake in 1968, and become renowned for its minimal aesthetic and branded underwear.
Simons' move to the company was announced in August 2016, and was regarded as an attempt to shake-up its image. Almost immediately, he worked with graphics designer Peter Saville to subtly redesign the iconic Calvin Klein logo.
Photography is by Elizabeth Felicella/Esto Photography.