One of the important things was to not just put in a white box. Even though the majority is white, we were going for a cleanness and modern simplicity while still being able to tell that you are in New York and in SoHo because of the cast iron we preserved in the space. We didn’t just want to do a branded store, where if we also open a store in Paris and L.A. that they would all look the same. Of course we want it to have a Derek Lam signature to it, but it becomes boring when the stores look all the same — like duty-free."Comparison Shop", The Moment
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