FEATURING ARTFUL CRAFTSMANSHIP, ORGANIC MATERIALS AND AN EYE-CATCHING DISPLAY ARRANGEMENT, THE NEW PARAJUMPERS STORE IN SOHO, NYC, COMBINES WARM, WOOD-CLAD SURFACES WITH AN ENERGIZING JOLT OF THE BRAND’S SIGNATURE ORANGE HUE TO EMBODY THE ACTIVEWEAR LABEL’S EVOLVING IMAGE – ONE THAT SPEAKS BOTH TO LONGTIME FANS AND TO A NEW, INTERNATIONAL AUDIENCE OF OUTDOORS-LOVERS. FROM THE TAUT ROPES USED FOR ROCK CLIMBING TO THE ZIGZAG PATTERNS CARVED BY SKIERS ALONG THE SLOPES, THE CENTRAL CAGE-LIKE SHOWCASE ACTS BOTH AS AN ARCHITECTURAL ELEMENT – SECTIONING THE SPACE OF THE STORE INTO THREE DISTINCT AREAS – AND AS A NARRATIVE TOOL, EVOKING A GRID TO BE ESCAPED, OR A LINE THAT BREAKS OFF INTO NEW TRAJECTORIES, INVITING VIEWERS TO FORGE TRAILS THROUGH UNCHARTED TERRITORY. TO PUSH PAST THEIR LIMITS. TO STEP OFF THE BEATEN PATH, AND INTO ADVENTURE.
