CUBITTS SOHO
EYEWEAR STORE INTERIOR, SOHO NEW YORK
‘The future projects light, the past only clouds’ – Eileen Gray

The store at Mercer Street draws focus to the sculptural object at its centre; a reflective curve, inspired by early 20th century industrial design. 

American streamline design signified a time in motion and ideas of progress through technology. The displays’ S shape echoes the smooth flowing silhouettes of spectacles as much as those of architecture and machines.

Creating the context of a treasure box, the Cubitts collection is displayed in a space with theatrical aesthetic influences. Areas of glamorous darkness are peppered with light. Shimmering reflections, reminiscent of city lights, emphasize the store’s meticulous detailing and represent the care and attention put into the products it encloses.

Photography by William Jess Laird