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Wednesday, February 14, 2018

RCHMND gets creative with future__seasons

The downtown boutique challenges traditional retail concepts, and brings big name designers to the rack

Posted By on Wed, Feb 14, 2018 at 5:45 PM

click to enlarge VIA RCHMND
  • via RCHMND

hosted a launch event for its first delivery of Russian designer Gosha Rubchinskiy last week. Highlights included a set of neon tracksuits and a football jersey, both collaborative efforts with Adidas that incorporated the designer’s hallmark Russian typeface.

An extension of RCHMND (1869 Granville Street), future__seasons is envisioned as a venue and cultural hub for the fashion community of Halifax. “We wanted to do something conceptual, not just open another store” says RCHMND co-owner says Kristi Smith. “It can display products, hold people, really anything.” The space does not have traditional hours and will only open for special events and product releases.

Inspired by clothing showrooms, the co-owners desired to creatively display their products. At the Gosha Rubchinskiy launch, future__seasons matched the football aesthetic of the Adidas collaboration. To the soundtrack of early Euro rave music, the garments were thoughtfully placed alongside a set of bleachers and turf, cast in fluorescent light. At future__seasons, the relationship between product and space is dynamic; every element within the space is modular.

Above all, future__seasons is a chance for RCHMND to challenge traditional notions of a retail concept. “It gives us the ability to highlight different designers, and to tell different stories” says co-owner Pete MacDonald of the new space’s potential. Look forward to what story future__seasons will tell next. It will probably sound a lot different.

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