Hat Club SoHo is an adaptable retail shop in the Lower East Side of New York City. By housing the merchandise in 420 modular boxes, the shop can evolve as needed to address shopper demand. If the need arises to add, change, twist or turn inventory, the design can accommodate accordingly. The shop is located in the oldest freestanding building in Soho and demolition revealed unexpected gems which the design adapted to highlight. Inspired by old New York, the reimagined identity was created to continue the concept of old vs. new. The brand informs the Architecture as the Architecture informs the brand.