Nordstrom Director of Creative Projects Olivia Kim wants the store’s fashion-savvy clientele to discover a new class of up-and-coming designers. On Thursday, Nordstrom launched SPACE, a new shop-in-shop curated by Kim, featuring emerging designers in a boutique-inspired environment. The concept was unveiled at Nordstrom locations in Seattle, San Francisco, Chicago and Vancouver, and is available online.
SPACE features a cross-category offering of seasonal collections of apparel, footwear, handbags and accessories collections from designers including Simone Rocha, Marques’Almeida, Jacquemus, Isa Arfen, Anthony Vaccarello, Shrimps, Tricot Comme des Garçons, Noir Kei Ninomiya, Creatures of the Wind, Vetements, Faustine Steinmetz, Mociun, Sophie Bille Brahe and more.
In a statement, Kim said, “Conceptually SPACE is very boutique-like, offering not just clothing or shoes but a full wardrobe in one small environment.” She added, “I want this to be a place of inspiration and education. A lot of these pieces are new and directional, but I want it to always feel inclusive. SPACE is a part of the Nordstrom ethos of offering the best of what’s out there.”
In keeping with SPACE’s forward-thinking collections, each location was built with artistic elements and pops of color to distinguish the shop from the rest of the department store. Pink mannequins, mixed materials and art objects punctuate the space. Kim worked with the Nordstrom design team to create a framework that feels open and airy, then decorated each SPACE with work from artists, furniture makers and artisans so each feels uniquely warm and inviting.
Shoppers can also dig deeper into trends and designers’ stories on SPACE’s online boutique, which offers editorialized styling, content and storytelling around its brands.
The concept is a follow-up to Pop-In Nordstrom, the retailer’s experimental retail space designed to spotlight the products of different retailers, brands and designers on a rotating basis. Pop-In Nordstrom is currently hosting Warby Parker until Sept. 6.