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A West Village Space That’s Part Store, Part LED Shoes.

Posted by Flash Shoes on


LED Sneakers Store

The second New York location of the LED Shoe brand Feit opens this week in the West Village. Credit Nicholas Calcott
When the brothers Tull and Josh Price set out to design the second New York store for their shoe brand, Feit, they had a goal in mind: to, as Tull puts it, “push the boundaries of what a retail space could look and feel like.” The result is just that: a stark, cleanly geometric space — that feels simultaneously industrial and natural opening in the West Village this week.
Tull and Josh Price, the brothers behind Feit. Credit Nicholas Calcott
The design of the store revolves around “Volume and Void,” an installation by the Australian artist Jordana Maisie, who designed Feit’s glittering flagship store on Prince Street, filled with large, slanted slabs of natural wood, which opened last fall. For the West Village location, Maisie developed a new concept out of the same materials: Large slabs of raw wood float inches apart, from floor to ceiling — with nooks carved out to display the products. It’s a choice that Tull says echoes the design of Feit’s handmade shoes, which require precise sculpting and stitching with all-natural, nonsynthetic products. Maisie has also designed an intricate lighting system with white LED lights that allows the store to brighten and dim depending on the time of day and season. As Tull points out, the store “doesn’t make the best use of floor spacing to sell the most product, but we’re not in the business of doing that. We’re in the business of trying to make really great products, and not necessarily have to sell so many of them.”
The main focus of the store is, of course, the shoes — which are similarly simple, unpretentious and meticulously constructed (many styles are made out of a single piece of leather, which maximizes comfort.) This coming fall season, the brand will introduce several new styles for men and women, including shearling-lined sneakers and Chelsea boots. Of the new store, Tull says, “We’re about trying to create an environment that is very comfortable to our customers, that does justice to the quality of the products we create and houses them in a like-minded environment.”

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