New York City — Over the last year, performance lifestyle brand Rhone has been working with TPG Architecture to reimagine its in-store experience with an all-new retail identity. As of April 25, the first remodeled location in New York City’s Hudson Yards reopened for business. The store’s official grand opening was celebrated on June 28.
Rhone was founded in 2014, offering a men’s apparel line engineered for optimal style, comfort and activity. Its name was inspired by the relentless Rhone River that runs from the Alps in Switzerland to the Southeastern part of France.
Celebrating its 10-year anniversary with the launch of a permanent women’s line in 2024, Rhone sought a more inclusive, adaptable in-store experience that could evolve alongside its growing identity. Rhone partnered with TPG Architecture to translate its vision for the brand’s evolution into its retail footprint with a concept rooted in nature, connection, and well-being.
An airy, earth-toned palette underpins the Rhone’s new in-store experience. Green focal points and accents balance the use of wood and stone, creating eye-catching moments that connect the brand’s online ethos with its physical representation. Recalling the brand’s namesake, the cash wrap and merchandise podiums echo the textures and shapes of stones in a river. Moveable, full-height wood and mirrored cabinets allow for the creation of different merchandise zones to accommodate the brand’s multiple consumer audiences: commuter, lifestyle and performance-focused.
These elements create continuity across locations while providing room for flexibility to empower Rhone’s visual merchandising team to adapt product displays, host in-store events and tell localized stories. From large-scale graphics to plant integrations and curated focal moments, these environments provide more than just a place to shop, they offer a place to connect and demonstrate Rhone’s continued forward momentum.
Rhone’s Hudson Yards location is one of the first remodels to showcase the new design. Rhone took over an adjacent space and unified it with its existing store for a total of 2,396 square feet. TPG worked closely with the team to preserve legacy elements of the original design and integrate them into a new, cohesive environment.
The new Hudson Yards store is warm and approachable, softening the former industrial aesthetic while maintaining its premium sensibility. The redesigned arrival experience establishes a seamless and elevated presence for the brand, replacing the garage door-style industrial entrance with open sightlines framed in the new palette. A former tile mosaic at the store’s entryway was reimagined with Rhone’s latest branding, now featured prominently in the floor at the doorway. The quieter, more understated façade emphasizes the store’s refreshed interiors, creating an upscale, yet approachable point of entry.
A green focal wall is designed to draw visitors in, giving way to a relaxing fitting room area at the center of the customer journey. Overhead, subtle cross-stitch-esque light fixtures brightly illuminate the space below, allowing the product to truly shine.
Rhone expects to continue rolling out its new retail identity across the country.
TPG Architecture has offices in New York City; Long Island, N.Y.; Orlando, Fla.; and West Palm Beach, Fla.
SOURCE: TPG Architecture & Rhone