Carmela Osorio Lugo of fashion brand CARMELÁ


This SoHo, New York, concept store for sustainable luxury denim womenswear brand CARMELÁ exemplifies the brands practices of recycling and reusing post-consumer waste to create sustainable luxury goods. Juxtaposing the brand’s often collage like garments with a linearity indicative of namesake designer, Carmela Osorio Lugo's, native Venezuela this store showcases her New York inspired collections while eluding to her cultural heritage.

Spanning the entire width of the store is an entry ramp with videos from current runway collections projected to align with the expansion joints in the floor. Along the perimeter of the store are long steel hanging rods suspended from the ceiling. These sculptural elements are priced so that garments can be displayed equidistant from one another. The perforations also allow for a wood peg and leather strap system to support shelf displays and enables clothes to hang along the ramp.

The details and products found in this store represent the care and ideals of the brand. The front display with strips of denim made from thrift store purchases shows the roots of the brand when Carmela scavenged Savannah's second hand shops for raw materials to use in her first collection. Inspired by the brand's 2016 concept video Á X NYC, materials found in New York were utilized for the design. The steel floor grating is made of recycled steel and is the same type often used in New York subways and industrial buildings. This grating makes up the majority of the raised retail area and is overlaid with a clear polycarbonate for walkability. Looking through this surface customers see on a rock and moss garden representing New York's back alleyways. The marble forming the cash wrap is a remnant from a luxury jeweler in the city. These elements of New York unite with the same craftsmanship and attention to detailing used in CARMELÁ's garments.

Project Architect: Matthew Dudzik, AIA, NCARB, LEEP AP
Project Designer: Nicolas Barrera

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