The Frye Atlanta store, opening in August 2015, will call Ponce City Market home, a re- imagined mixed use development from Jamestown, housed in the historic Sears Roebuck distribution center, originally built in 1926. The store, a 4000 square ft space on the center’s main level, is located within the retail arcade. The storefront replicates the warehouse windows seen above the main level, and the columns, original to the structure, will be wrapped in leather references the history of the Frye brand.
The Frye Company, a wholly owned subsidiary of Global Brands Group, announced that it would continue its retail expansion this Fall by opening two stores in existing markets in New York and the Washington DC area and expanding into new markets with stores in Atlanta and Dallas. Based on Frye’s heritage steeped in American craftsmanship, the stores highlight the brand’s legacy through a celebration of authentic products and iconic leather goods. The new stores will showcase the breadth of the brand’s finely manufactured footwear and accessories for men, women and children and will maintain the tradition of quality and craftsmanship that has been the hallmark of The Frye Company for 152 years.
The stores draw inspiration from vintage artisan workshops, incorporating details in the furniture, lighting and displays. Raw materials used throughout the store, are left to weather with age and use. The beauty of these materials resemble that of the leather goods produced by the brand, with the assertion that each becomes better with age. Tables designed to reference workbenches coexist with custom seating in grey upholstery accented by bronze legs and vintage carpets. This concept embraces light and a residential palate of greys, blues and bronze tones.
The stores’ most dramatic feature, is an enormous installation known to the brand as the “chandelier”, consisting of 7000 leather straps holding Frye’s signature harness rings. Surrounding the “chandelier” are shelving units inspired by a craftsman’s toolbox from the turn of the century. The toolbox units have been redesigned to work as shelving within the stores “workshop” and show the brand’s products in their best possible light. Each environment will also contain “The Archive”, a curated grid wall modishly housing the brand’s wide variety of handbags, which coordinate back to the footwear.
The curated environments, designed by Frye’s in-house team, in partnership with Carlton Architecture of New York, capture the spirit and essence of the brand’s 152 year history, while incorporating unique characteristics of each locale. The stores have distinct character, conveying a sense of warmth and familiarity with their high touch engagement proficiencies. The overall experience is a sensory journey; the ultimate combination of the rich leathers, craftsmanship and history.
Much more to come about Frye Atlanta next week, so stay tuned!