The Principles just recently completed an interactive project, titled the “Workshop”, for the clothing brand Everlane in the Meatpacking district of New York. As part of the Everlane’s “Not-a-Shop” series, which focuses on selling only online, “the space was a physical manifestation of their primarily digital presence; replacing coded interaction with physical interaction,” described The Principals co-founder Drew Seskunas.
The adaptive installation was designed as a series of interlocking, move- able pods, each hosting a new facet of Everlane’s product line. When assembled they represent the entirety of the brand as a “house”. Easily moveable as individual parts and able to be reassembled in a multitude of arrangements, the pods filter and organize the space based on the various needs of each event. Events included workshops on how Everlane makes their clothes; from belts to oxford shirts to cashmere sweaters, as well as local artisan spotlights such as flower arrangements, bakeries and waffle trucks.
Architects: The Principles Location: New York, New York Photography/Filming: Walling McGarity/The Principals Video/Music: The Principals