Extra Butter
Extra Butter's love of movies gives them a unique brand and position within the highly competitive boutique sneaker world. With a simple introduction from local artist Matthew Reid, UP was tasked with designing their second store location and first in New York City. In order to accommodate the shop's frequent events, displays were pushed to the perimeter leaving the floor plan open. Using their existing cinema inspired brand, THE UP STUDIO designed a layered plan consisting of a lobby, display area "A", display area "B" and a private VIP room. The VIP room allows for other companies to introduce pop UP shops while still keeping the Extra Butter space untouched.
A path, which links the movie screen to the lobby, was lined with ribboned display shelving for sneakers while custom millwork cabinets allow for the display of various products while also providing space for storage and sneaker fittings.
Shoppers pass through the velvet curtain draped threshold into the crisp, white, space. Cameras embedded in the millwork base provide the shopper with a unique view of the product they are sampling.
Display shelves push and pull to allow for the clustering of merchandise as well as carry the shopper's eye through the long narrow space to the movie screen at the rear, reinforcing the brand through the architectural design.
