The democratic, utilitarian ethos of the forward-thinking online retailer Everlane has finally manifested itself as a physical space. As of last weekend, the San Francisco-based company is now taking visitors at its newly designed showroom, masterminded together with the design studio Brook & Lyn. Powered by an unwavering online presence, with the occasional pop-up appearing across the United States, Everlane’s latest foray marks a significant step forward – enabling fans to visit, try things on and experience the Everlane world in the flesh, on a long term basis.
‘For a long time, we’ve hosted Open Studio events in our office, allowing people to try and buy our products. We’ve even had customers walk in during the day thinking our office is a store,’ explains the company’s CEO, Michael Preysman, who founded Everlane in 2010. ‘There is a real demand from customers to touch the product and experience the brand. We decided we should set this in stone and build a proper showroom.’
To create a suitable space, the company approached Mimi Jung and Brian Hurewitz (otherwise known as Brook & Lyn), who promptly created a self-contained environment that sits nearty within Everlane’s open plan office. Well-versed in working with a wide material and colour palette, range of mediums and creating custom objects to boot, Brook & Lyn put their spin on the company’s elevated everyday aesthetic with injections of pink leather, smoked glass panels and powder-coated steel that all bring a different pace to Everlane’s mostly white space.
Preysman says, ‘Brook & Lyn were able to take Everlane's brand aesthetic and push it one step further. They used a range of natural materials and finishes to create a space that brought our brand values of transparency and functionality into a physical space. Traditionally, we have stuck with greys, whites and natural wood. The showroom uses smoked mirrors and metal panels to provide the perfect mix of privacy in the space, but transparency to see the rest of the office.’
Never ones to do things in halves, each aspect of the showroom and experience is as carefully considered as the garments and accessories themselves. ‘The space needed to give life to each of our products while also enhancing the shopping and try on experience for our customers,’ reiterates Preysman. ‘From the number of hangers on each rack to the hidden dressing room that pops out when needed, everything was considered in the design to make the space beautiful and functional.’
The result is a well-composed oasis that will also be used to preview upcoming products to San Francisco’s locals and visitors. Plus, should anything catch your fancy, purchases are ordered and shipped directly via the Everlane website to the comfort of your own home.