For New York-based womenswear brand Jonathan Simkhai, Aruliden designed a temporary installation within the space on Mercer Street in SoHo – a prime shopping area in Lower Manhattan.

A series of metal structures wrapped in translucent fabric divide the Jonathan Simkhai store.The geometric shapes and signature cut-outs of the brand's clothing were translated into a variety of spatial interventions and furniture pieces, creating a store in which the brand can present new collections and host events.

"Translating Simkhai's identity into a vision for a spatial environment required a clear and strategic idea that was not just shoppable, but also memorable and visually iconic," said Aruliden's senior director of industrial design Erik Kreider.

The fabric partitions are installed to fit around existing architectural elements.Towards the front of the building, a double-height space is painted entirely white and further brightened by the glass facade.This long, narrow room is divided by a series of tall structures, comprising translucent fabric stretched over metal frames.

Mannequins flank a staircase that leads to the store's lower level.Fitted around existing architectural elements, the temporary walls wrapped in white, peach and pink fabric are punctured with archways that curve asymmetrically at the top, forming a passage from one end of the store to the other.Shoppers are led through the archways and down a flight of stairs, flanked by mannequins positioned on larger steps along one side.

On the lower level, where the ceiling height is considerably lower, podiums for displaying products and decorative accessories are shaped similarly to the archway cut-outs.At various sizes and heights, these beige-toned units form a flexible display system that can be moved around when needed.

The archways, furniture and podiums are based on the cut-out shapes of Jonathan Simkhai's clothing.Throughout the store, garments are presented on identical sets of hangers along minimal white rails.The minimalist interior is also enlivened by simple floral displays, presented in a variety of crafted vases.