Large blocks covered in LED screens show projections and form clothing displays in this New York City retail space designed by architecture firm Leong Leong.

Brothers Dominic and Chris Leong renovated a building in New York's SoHo neighbourhood to house R13 Denim's first flagship store.
The aim was to create a space that combines existing "historic" details with contemporary elements, and takes cues from the patterns and textures of the brand's clothing.

"Both fashion and architecture are mediums that create experiences, atmospheres, and narratives," the brothers told Dezeen. "In the design of this store we created an environment that weaves together visual content, clothing, and the existing architecture." "This is the first retail project that we've designed in which content is a primary part of the experience," they added. "It's very similar to exhibition design in that sense and this allowed us to explore the relationship between content and space in the context of a retail environment."

In the 3000-square-foot (278-square-metre) interior, brick walls, plumbing risers and existing electrical wiring are left untouched to contrast with the added modern elements ? including 13 fluorescent tubular lights on the ceiling and the series of LED screen shelving racks.
To form these clothing displays, which are arranged in the space angularly, Leong Leong attached LED tiles to the front and one side.

"Angled slightly in ...