PALACE NYC

Palace Skateboards approached us to create their first U.S. flagship and help secure the ideal site — a corner location in Soho with two street frontages and room to expand. Together we explored how to translate Palace’s irreverent, British street-meets-luxury identity into an immersive three-dimensional experience unique to New York.

The store is organised into three zones — gallery, display, and full-brand experience — anchored by an 18-foot-wide screen engineered to glide out for maintenance. A custom “skylight” draws light into the rear of the space, while the founders’ request for a tongue-in-cheek water feature became a striking centerpiece: a cupid “pissing” into a mosaic pond shaped as the Palace logo, complete with screens beneath the water for shifting scenes and reflections.

Additional details include inlaid brass flooring in three stones, custom security grates, a DJ station, and a waterproofed basement designed to withstand Canal Street floods. The store opened to lines around the block and immediate press attention, quickly becoming a cult destination — and, as the founders shared, dramatically increasing the brand’s value.

CONTRACTOR & AV:- DAVE TOMASELLI – NORWOOD GENERAL CONTRACTORS
SCULPTURE :- KAREN ATTA – ATTA INC
TILE & MOSAICS :- LUCIO AMADIO- SURFACES INC