The project brought with it three key design challenges: working with an iconic brand, the dimensions of the site, and the corner location. Designing the flagship store of an iconic brand inherently carries with it a heavy architectural burden. There is an inherent critical tension between maintaining an established brand’s heritage and identity while at the same time introducing a contemporary design approach to inject freshness and attract a younger, newer audience. The site itself has very particular, unique dimensions. It has a relatively small footprint but a very high ceiling, creating a tall, narrow space. The wrong material choices and insufficient exposure to natural light can lead to the space feeling like the bottom of a dark elevator shaft. As such, lightness of material and visuals were a key priority in our design response. A corner is a unique and interesting condition in architecture, as surfaces simultaneously converge physically and diverge visually. This creates opportunities for various design treatments, including wrapping, transparency and the like. Poorly designed corners close off the multi-directional potential of the space by wasting its multiple frontages, which we could not afford to do as the project brief included a large outdoor seating area that wraps around the store