FEIT for New York

The design of the space is a collaborative process between founder Tull Price and Jordana Maisie Design Studio (JMDS), entitled Installation One: Raw Elements of Construction. 

Raw construction materials that represent the FEIT ethos and process are featured, including baltic birch, douglas fir, glass, mirror and leather. Upon entering the store, cascading planes emerge from the existing architecture and a split-level display showcases the collection. The space is as much installation as retail, creating an emotional connection for the customer with the process and craft of constructing handmade footwear with sustainable techniques.

“We chose to create an installation which reflects the way we design, develop and build our products” says founder Tull Price. “The store utilizes raw construction materials in a minimal manner and turns a traditional store into a space that provides a heightened sense of pre- and post-purchase service, including repairs. The store also aligns with the release of products designed specifically for the New York market.”

“I am inspired by Tull’s integrity and vision. He places great importance on process and craft,” says Jordana Maisie (JMDS). “This philosophy influences not only the product design and the creation of beautiful, well-made shoes, but also the brand’s identity. I think this kind of attention to detail, allowing the temporal elements of craft and creativity to come to the forefront, is increasingly rare in contemporary design.”