Facilitating expansion into new markets and digital spaces had become increasingly difficult, but President and Chief Creative Officer of Forty Five Ten and Tenoversix, Kristen Cole, is up for the challenge. Her latest stepping stone in doing so? A storefront at New York's hottest new neighborhood, Hudson Yards.
Yes, Cole brought her irresistibly chic brand Forty Five Ten—with four distinct fifth-floor storefronts—to The Shops at Hudson Yards. One floor for Women’s, another for Men’s, one for Vintage, and finally one for 4510/SIX: a platform for emerging fashion and design. The storefronts, which were designed in collaboration with Snarkitecture, were made using a glass and brick facade that parlays well into the world of sleek structural feats of Hudson Yards. Although the store’s retail items would be enough to inspire ample foot-traffic, the commercial store also features artworks and installations from various artists, including a Jose Dávila sculpture in Women’s Designer, Al Freeman soft sculptures on the Men’s level, a Lars Fisk sphere in Vintage, and Katie Stout sculptures in 4510/SIX. The storefront itself is also sprinkled with furniture and retail display fixtures by Greg Bogin, as well as a collaboration with the Whitney Museum of American Art that showcases the art of Caitlin Keogh.
The debut of the brand’s seventh store necessitated a proper celebration, prompting a soiree with characters dressed as if they were straight out of an NYC-based HBO show. Tim Headington and Forty Five Ten president and chief creative officer hosted a cocktail and dinner at Café Altro Paradiso, where Kadhja Bonet, Lisa Bonet's half-sister, performed an R&B set, to celebrate the opening the second flagship in New York. Blu De Tiger also performed for those in attendance of the cocktail party, those in attendance included Audrina Patridge, Molly Goddard, and Tali Lennox. The memorable night is sure to draw even more attention to the already well-established retail heaven.