The challenge for GF55 was to update the showroom’s 6,500 SF industrial bones to create a more feminine and versatile space for Laundry by Shelli Segal.

Located at 530 7th Avenue in the heart of New York City’s Fashion District, Laundry is updating its portfolio and creating a new space to reinforce its California west coast chic aesthetic. GF55’s goal was to maintain the brand’s image while keeping the design flexible to adapt to the clients’ changing needs.