This story originally appeared in Model D.
The excitement surrounding the Detroit-based manufacturer of watches, bicycles and leather goods Shinola is palpable, and already the brand is getting buzz from national news and entertainment media outlets – not bad for a retailer whose products only just went online last month and hasn't yet opened a storefront.
Well, that will soon change. The Detroit store, located in Midtown on the ground level of Willy's Overland Lofts, will open this June. This will be the flagship store, and one of only two in the country (with the other in TriBeCa). The Midtown space is 5,000 square feet, with half dedicated to the company's bicycle assembly. Guests will be able to watch the bikes being assembled without walls or glass barriers. The rest of the space is designed as a retail store and community "hang out" – "A place not just to shop but more of a community hub," says Daniel Caudill, Creative Director of Shinola.
They'll work with Avalon Breads to provide pre-packed foods to complement juices from a local juice company in an environment with comfortable seating and an outdoor landscaped area. The retail portion will offer a combination of their products, "thoughtfully selected to serve (the Detroit) market," as well as other American-made products that pair well with the Shinola collection. It will also include "curated products and one-of-a-kind items we are calling 'Issue of One.'"
The space will retain its industrial features with blonde wood fixtures and warm leather furniture. One of the highlights of the space is the original skylight. "The space will feel light, modern and warm," says Caudill. "It will be a place you'll want to shop in, hang out and ultimately spend time in." It will also be used for events, from screenings and art exhibitions to talks and roundtable discussions around design and American manufacturing.
Shinola's plans also include partnering on and producing events, from last year's inaugural Dlectricity to being the official timepiece and timekeepers of the Detroit Grand Prix this June and the title sponsors of Detroit Restaurant Week, which starts this Friday, April 19.
Source: Daniel Caudill, Creative Director of Shinola