Cut 25 Flagship in SoHo, New York City by by Dror

Article source: Dror

STUDIO DROR IS PLEASED TO ANNOUNCE THE OPENING OF CUT25 FLAGSHIP IN SOHO

THE STORE – DESIGNED BY DROR – UNVEILS YIGAL AZROUEL’S VISION FOR THE CUT25 CONCEPT AND STYLE.

Yigal Azrouël will officially open the first international Cut25 flagship in New York City the evening of February 2nd, February 2012. The freestanding building, located at 129 Grand Street in Manhattan’s Soho district, spans approximately 1,400 square feet. In addition to carrying the Cut25 signature collection, the flagship will feature other complimentary items and fresh collaborations such as Romeo Alaeff’s illustrated book “I’ll be Dead by the Time You Read This: The Existential Life of Animals”, Limited Edition Stila for Cut25 cosmetics, collaborative Worth and Worth by Orlando Palacios fedoras and caps, Holst & Lee jewelry as well as fashionable tech accessories. Moreover, the Cut25 label will expand into accessories, exclusively sold at this location. Yigal Azrouël, Zelda Williams, Valerie Boster, Hayley Bloomingdale, and Jaime Johnson will host the official opening that will deliver ten percent of sales to Project Paz, a nonprofit organization that promotes peace in Ciudad Juarez, Mexico.

Exterior View (Images Courtesy Nathan Kraxberger)

• Architect: Dror
• Name of Project: Cut 25 Flagship
• Location: SoHo, New York City
• Photos: © Nathan Kraxberger

This flagship unit unveils Yigal Azrouël’s vision for the Cut25 concept and style: Contemporary, Modern and Progressive. Developed under the creative direction of Dror Benshetrit, the interior of the store reflects the modern and innovative aesthetic of the Cut25 collection. Yigal Azrouël decided to work with Dror for his ability to transform space exhibited in his portfolio which ranges in scale and nature from art installations to product designs and architecture. Dror’s work has been widely published and exhibited in museums around the world. His recent projects include the design innovation, “QuaDror,” a new space truss geometry, which received cross-disciplinary and international attention.

Interior View (Images Courtesy Nathan Kraxberger)

“When meeting with Yigal Azrouel to discuss a design installation for the first Cut25 shop, Yigal explained the concept of ‘cut’ and the identity of his new line. It had a natural resonance with QuaDror – a design idea that I have been studying and developing for half of my career. QuaDror is a unique geometry made possible by cutting solids in specific angles to create trusses of all kinds. The QuaDror trusses are very artistic and sculptural. I look forward to seeing the angled cuts of this installation dressed with the fluid drapes of the Cut25 pieces.” Dror Benshetrit, Design Artist.

Interior View (Images Courtesy Nathan Kraxberger)

About Dror:

In 2002, international designer Dror Benshetrit founded the studio Dror, a cross-disciplinary design practice in New York city. The studio has since developed a vast portfolio of work that encompasses product design, architecture, interior design, and creative direction. Today, Dror’s work shows great breadth and depth with a consistent exploration of innovation, transformation and the nature of movement and space.

Interior View (Images Courtesy Nathan Kraxberger)

Benshetrit received his education at the Eindhoven Design Academy in Holland, which informed the research-based approach he takes to the design process. Each new project begins with extensive study of materials, technology, and geometry, paired with a thoughtful approach to collaborating with relevant experts. All of Benshetrit’s work is driven by a desire to unleash the mutable and non-static nature of objects and environments while solving problems that are at the heart of modern life.

Interior View (Images Courtesy Nathan Kraxberger)

Benshetrit’s notable product designs include the Puma Sneaker (2005); a back-to-school collection for Target (2009), the Peacock Chair (2009) and Tron Chair (2010) for Cappellini; Volume.MGX (2010) for Materialise; the Floor Chandelier (2007) for Swarovski; Vases of Phases (2005) for Rosenthal; and The Try It Trivet (2010) for Alessi. Notable architectural projects include the design of the Nurai Island in the UAE and QuaDror System (2011), a new space truss geometry that presents unparalleled advantages and opened up manifold design initiatives. Among which an improved structure for habitat and disaster relief structures that are easy to assemble, strong and efficient.

Interior View (Images Courtesy Nathan Kraxberger)

In addition to these projects, Benshetrit has worked with a wide range of other notable partners including Bentley, Boffi, Bombay Sapphire, The Guggenheim Museum, Interni, Kid Robot, Kiehl’s, Levi’s, Lualdi, Material ConneXion, Maya Romanoff, Marithé + François Girbaud, Skins Footwear, Yigal Azrouël, and many others. He has also lectured around the world and received numerous prestigious design awards including the GE Plastics Competition “Merging Boundaries? (2001); iF Product Design Award (2006); and the Good Design Award (2008, 2010). His work is included in the permanent collections of major museums in North America, Europe and the Middle East.

Interior View (Images Courtesy Nathan Kraxberger)

Interior View (Images Courtesy Nathan Kraxberger)

Tags: New York City, SoHo

Category: Stores

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