Men’s lifestyle brand Mizzen+Main has opened the doors to a new concept store at its flagship in Dallas.
Located at the West Village shopping center, the new space was created in collaboration with the Bergmeyer architecture firm.
“We’ve looked to create a space that embraces Mizzen+Main’s communal nature,” Eric Kuhn, design practice leader for Bergmeyer, said in a statement. “The store is about promoting discovery and encouraging engagement, achieved through a sequence of touchpoints that connects, inspires and encourages interaction.”
The space is lined with photography that juxtaposes brutalism with relaxed models. “We want to help our customers feel unaffected by what is stereotypically imposing and oppressive architecture,” Mizzen+Main creative director Richard Ross said. “This new store design provides a unique in-person experience that allows you to cross the threshold and become fully immersed in that feeling.”
The 11-year-old brand is known for combining performance fabrics with contemporary silhouettes, from dress shirts to pullovers, sweaters and slacks made with four-way stretch, wrinkle resistance and moisture-wicking properties. The company opted to design a concept store to showcase these material innovations and its proprietary designs, focusing less on promoting transactions and more on education, it said.
“Our West Village location has been a staple of the brand for years, and I couldn’t be more excited for how this new design brings Mizzen+Main to life,” Mizzen+Main president Ryan Kent said. “This project is a representation of how our employees and partners were able to think big and follow through with an excellent result.”
The reopened store adds to the company’s five other retail locations, including Fort Worth, Austin and Houston in Texas, as well as Oklahoma City, Okla. and Tampa, Fla. Mizzen + Main also maintains wholesale partnerships with department stores and retailers including Nordstrom, Dillard’s Saks Fifth Avenue and Amazon, as well as department stores and boutiques in addition to an e-commerce site.