THIRDLOVE CONCEPT STORE

New York, NY
1,300 sq ft interior fit-out for temporary concept store
Completed July 2019 open through December 2019

Launched in 2014, women’s bra and underwear company ThirdLove revolutionized the often angst-filled experience of bra shopping, presenting them as fundamental to a woman’s ease, comfort, and sense of self.

ALA designed the company’s first experiential retail store concept with a focus on ThirdLove’s Fit FinderTM technology and interactions with expert Fit Stylists. ALA distilled the brand into a flattering and soothing environment where the tangibility of the product only serves to enhance the experience. Every aspect of the bra-purchasing process was reexamined—from choosing a style to the functionality of the dressing rooms—in order to create a new, customized paradigm. The result is a beautiful, safe space for every woman and body.

The dressing rooms are the highlight of the store, with switchable flattering lighting moods and color temperatures and gestural, boob-shaped neon lights that glow to indicate occupancy and changes color when a guest presses an interior concierge button for assistance. Beyond the white linen privacy curtains, a circular mirror highlights the torso only, while a foldout mirror can be swung open to reveal how a bra is looking and fitting on a guest’s back (no neck-craning required).

All designs were completed under the instruction and review of Alda Ly at Alda Ly Architecture & Design (ALA).

Photos by © Bilyana Dimitrova
Lighting by Focus Lighting
General Contracting by Aerial Design and Build