phi collection

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The collaboration between Phi and 30E design for New York’s design week was an installation that combined the ”minimal meets goth“ aesthetic of the two companies with SOHO’s street culture.

Phi wanted to distinguish itself as a unique clothing line that is independent of trends and committed to its unique vision. 30E design created gothic graffiti that ran from the street façade through the interior of the store, culminating in a lounge in the rear of the store.

The recto verso furniture and the Phi clothing line complement one another perfectly, with their attention to detail, craftsmanship and their unusual dark aesthetic. The installation created a unique and exciting shopping experience in which art, fashion and design mix brilliantly.

Photos: Todd Dundon