5th Avenue NYC -Due to 5th Avenue signage limitations, I changed the prototypical burgundy signage to gold, since it could not be backlit or halolit. It turned out so great we modified all of our chain signage because of it.
5th Avenue NYC - Blending the old with new resulted in blasting openings in the existing layout in order to ease traffic patters. I also created some custom millwork pieces that could function as either marketing implementation or fixed as cabinets for peak seasons.
5th Avenue NYC - In the denim room I implemented a new brand color to offset the jeans, and also work within the existing palette. Sometimes the smallest changes make the biggest impact.
Deira City Center, Dubai UAE - Hollister - I did this project from SD through CDs. The shopfront window was a custom design with the first floating corners, and a new wainscot and signage element that I designed and later added to the prototype.
Mirdif City Centre - Dubai. For this project I created a new design control zone detail that then rolled into the prototype for future stores with double height storefronts. The glazing here was 14'-0" tall, the tallest unbroken glazing in the fleet.
University Towne Center in San Diego, CA. Before and after; after by yours truly.
UTC was a beast of a TCM to adhere to, but we pulled it off!
UTC - This was the first ever sunshade for Hollister. It was a 36" cantilever that I designed, sourced from a new vendor and implemented. The idea was that it was an extruded storefront rib, still speaking to the prototypical language.
UTC - Design control zone working around the existing ceiling height conflicting with Landlord required taller glazing. The result was this cool recessed pocket.
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Retail - Hollister Co

This is a collection of my favorite Hollister projects I have completed while working at Abercrombie & Fitch.

Jason Welker
Architect New York, NY