Sharing the same block with MoMA PS1, Gertler & Wente Architects was asked to design the new retail and event environment for Extra Butter. The brand’s foundation is tied to the overlap between cinema, sneakers, and street fashion, which is borne out in the planning of the interior retail space including minimalist display shelving, theater seating, and a concession stand (retail kiosk) near the entry selling bespoke popcorn and accessories.
The exterior features full width frameless glass storefront within masonry walls (used for collaborations between artists - graffiti and installation - and Extra Butter).
In addition to the retail space, the project included a “Speakeasy” bar, which has a contrasting aesthetic and a one-way mirrored door between the two spaces. A LED-illuminated glass wall opposite the entry helps to draw customers to the rear of the retail displays. Since opening, Extra Butter has hosted dozens of events in their new home.
Photography by Joan Tsen