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Brief Published: 11 Dec 2017

Extra Butter: Sneakerhead Store for Movie Fans

Extra Butter

A remodelling of one of New York’s best-known sneakerhead stores creates an immersive experience for shoppers based on a cinema theme.

Extra Butter’s Lower East Side boutique has brought the owners’ obsession with the movies to life – complete with popcorn concession stand, drop-down screens and classic theatre seating for trying on shoes.

The retailer, which also has a Long Island store, has always explored cinema themes in its brand collaborations and its own collection. This redesign allows it to more fully realise these concepts. “It’s this completely holistic screening, product, collab, in-store activation,” says Jeff Staple, creative director of Extra Butter’s parent company TGS.

The redesign is the first US project for Japanese architect Nobuo Araki, whose credits include Tokyo streetwear stores The Park.Ing Ginza and Supreme Tokyo. Within his minimalist aesthetic, the theatrical theme extends from the outside in, around the clock. The exterior is adorned with a theatre marquee and ticket window. Inside, a concession stand sells vintage candies and cola, coffee and popcorn (it’s not the only local streetwear store to branch into snacks – Kith houses a ‘Treats’ café).

Overnight, when the store is closed, the space appears to passers-by like a stylised empty theatre. This is thanks to the centrally located theatre seats, red curtains that cover product displays, and a drop-down, two-way screen (facing the two entrances) showing movies or brand partner videos.

For a cross-industry perspective on the complex world of sneaker culture, see our Sneakerheads Unboxed series of reports.