Retro-futuristic context creates ideal view and experience of curated fashion collections

Luxury fashion retail innovator Forty Five Ten opened a new location with four individual spaces in Manhattan’s The Shops at Hudson Yards in New York on March 15. Forty Five Ten is owned by Headington Companies, who selected 5G Studio Collaborative to be the Interior Architect for this project.

Encompassing 28 acres of commercial and residential space, Hudson Yards is the largest development in the United States. Forty Five Ten is located in The Shops & Restaurants of Hudson Yards at 20 Hudson Yards.

The new location establishes a special context for Forty Five Ten’s curated fashion collections for men, women and design across four individual retail destination spaces in 16,000 square feet. Forty Five Ten is acclaimed for merging fashion and art, presenting global luxury and emerging talent with a 400-plus-designer roster across the brand in women’s, men’s, design and beauty categories, including Prada, Celine, Dries Van Noten, Balenciaga, Loewe, Rosie Assoulin and Sies Marjan, among many others.

Photo credit: Max Burkhalter, courtesy of Forty Five Ten

Photo credit: Max Burkhalter, courtesy of Forty Five Ten

Generating an energy of anticipation for viewing, studying and experiencing all aspects of exciting, inspiring fashion and design at Forty Five Ten Hudson Yards, the architecture and interiors for the spaces feature precedent-setting utilization and engineering of material, including glass brick. A surreal-futuristic combination of elements continues the innovation with a unique combination of color and texture to establish an extraordinary and often whimsical exhibition space for the collections.

Innovative Glass-Brick Wall  

This built space features a completely transparent wall of glass brick constructed with clear silicone mortar, providing a window-clear view through the structure.  The concept design for the glass-brick wall was produced by Snarkitecture in collaboration with the Forty Five Ten and Headington Companies team.  5G Studio Collaborative developed the concept design into an innovative architectonic solution that enabled the walls to be realized.  From the exterior and entry to each Forty Five Ten collection at Hudson Yards, an exciting view of what-is-next energy is established with the inviting and captivating glass brick wall.

Photo credit: Max Burkhalter, courtesy of Forty Five Ten

Photo credit: Max Burkhalter, courtesy of Forty Five Ten

Transportive Color and Textures  

Upon entering the retail boutiques the colors, forms and reflective material also establish an identity for the spaces that bring and envelop the consumer into unique moments in time where the collections are center-focus.  Strategic use of chrome and glass reflect and showcase each area’s specially curated contents.

Sculpted Space

Throughout the space, materials that contribute to the light, texture and mood are sculpted in specifically innovative ways that were carefully composed by the architecture and interiors teams at 5G Studio.  From many perspectives, the already vast space is further extended visually with continual reflection of mirrors and linear repetition of beautiful shapes.

Photo credit: Max Burkhalter, courtesy of Forty Five Ten

Photo credit: Max Burkhalter, courtesy of Forty Five Ten

Moments of Experience, Interaction

Texture and elements of nature have been designed and created throughout each space to encourage consumers to connect with their surroundings and the collections, as well as facilitate comfort and levity.  Each point-of-sale station is a work of art on its own.   Additionally, space is created with life-sized sculptures that encourage playful engagement and approaches for creative merchandise display.

Photo credit: Max Burkhalter, courtesy of Forty Five Ten

Photo credit: Max Burkhalter, courtesy of Forty Five Ten

Featured Digital Marketing Pillar

Located in the common corridor on the first floor of 20 Hudson Yards, an alluring and charismatic pillar is wrapped in colorful digital display and is an energized centerpiece of featured detail on the collections at Forty Five Ten.

Forty Five Ten at 20 Hudson Yards
Client: Forty Five Ten Creative Group, led by Kristen and Joe Cole
Interior Architect: 5G Studio Collaborative
Storefront Designer: Snarkitecture
General Contractor: Shawmut

Forty Five Ten is situated amongst the city’s most notable culinary destinations on Level 5 at 20 Hudson Yards including:  Kawi, a new concept by Momofuku, Bouchon Bakery and TAK Room, a new restaurant by Thomas Keller, Estiatorio Milos and Wild Ink.


About 5G Studio Collaborative
We seek visionary clients with challenging projects that require highly inspired design solutions. Our teaming and programming approach efficiently transform client visions into effective and enjoyable environments. We engage and encourage our clients to actively participate in the co-creation of their projects. Our aim is to inspire the enduring sense of active contribution and a lasting pride of ownership among all stakeholders.

Our collaboration reaches beyond the traditional practice of Architecture. Our design process takes a holistic approach with a specific focus on the building’s life-cycle costs and marketability. To be successful, any project must take into consideration the following key components: design aesthetic, constructability, budget, schedule, marketability and life-cycle costs. Our areas of expertise were designed around these key factors in mind. Whether any or all are engaged as a service to any given project, all influence the decision-making process to create a successful project.

Based in Dallas, 5G also has offices in Atlanta, Miami, Guadalajara and Surabaya, with international design teams in cities around the globe.

About Forty Five Ten
Forty Five Ten merges fashion and art, inciting the new, the unconventional, the eclectic, and the inspired. The brand presents global luxury and emerging talent with a 400+ designer roster across women’s, men’s, design, and beauty categories, including Prada, Celine, Dries Van Noten, Balenciaga, Rosie Assoulin, and Sies Marjan.

Founded in 2000, Forty Five Ten immediately established its trademark sensibility thanks to its strong roster of experimental and unconventional designers. Headington Companies acquired the brand in 2014, expanding its footprint with the opening of a flagship store in the heart of downtown Dallas in 2016. An emblem of the city’s urban renaissance, the 37,000-square-foot, four-story building features three retail levels including 4510/SIX, beauty and fragrance, a coffee and juice bar, No Aloha, on the Main Floor; women’s designer ready-to-wear, jewelry and accessories on the second floor; men’s ready-to-wear and accessories and Forty Five Ten corporate offices on the third floor; Mirador, a top-floor restaurant; and museum-quality art on every floor, featuring works by artists such as Jose Davila, Tracey Emin, and Juergen Teller. After launching its first satellite location in Dallas’ Highland Park Village, Forty Five Ten also opened its doors in Napa Valley, California, followed by a Miami location in early 2018, focused on an edit under the 4510/SIX division, 4510/SIX The Hotel Shop at The Joule hotel, as well as a boutique in Aspen focusing on women’s exclusive ready-to-wear, design and beauty which opened in Fall 2018.