New York’s Soho has a new pop-up retail concept. It is the nuhu division, a sustainable luxury loungewear brand. To create a shop using zero plastics, the brand collaborated with eco-design agency Cartonlab and award-winning design agency Studio Animal. The walls and mannequins were made from 100 percent recycled cardboard. This allowed them to display a variety of casual wear made entirely of organic cotton.
The Forest Stewardship Council (FSC), which has certified the cardboard material used in interior construction, as a more sustainable alternative to traditional building materials, is praised for its versatility, light-weight, transportability, and ease of assembly. Nuhu division has been committed to a number of environmental practices since the brand’s pandemic launch. These include the use OCS certified cotton and Oeko-Tex(r), certified dyes that are non-toxic and low-impact, 100% recycled packaging and the elimination of plastic in their manufacturing and distribution processes.
Retail experience that incorporates sustainability
Cartonlab is a leader in the design and construction of cardboard furniture and spaces, while Studio Animal is a top-ranking retail office with its colorful and innovative designs. The nuhu collab led to the creation of colorful archways that are so brightly colored that customers walking through the store can almost feel like they are under a rainbow.
Bernice Bai, CEO, nuhu division says, “With our first store, we want color to be the first thing customers see.” The goal is to surround customers in color, from the moment they enter the storefront to the time they leave the checkout. Each garment is printed with the Coloro color code which serves as a branding motif for the entire range of French terry leisure separates. The collection features bold hues that are as bold as the first store. There is hot Williamsburg Pink, a neutral Bagel, Strand Red, after Manhattan’s famous bookstore, and a vibrant green named after the 4, 5, 6, subway lines. Bai, who has been involved in garment manufacturing for over 25 years, said. You don’t need to buy every season and keep changing, because right now it’s too expensive.
Studio Animal’s Javier Jimenez Iniesta says, “The nuhu Division pop-up is a space which generates a memorable experiences, it is an instalment that immerses visitors in the nuhu universe.” “The project enhances geometry of the store which is narrowly and deeply, while working with perspective to create a powerful visual experience from the street.”
Nuhu currently manufactures in New York City and China. The company is looking to expand internationally and explore the unique personalities of other cities through design, color and sustainability.