Soldier Designs Concepts New York Store Experience


As an iterative expression of the award-winning Cambridge store design, the New York store carries the same DNA. Continuing a design language that started in 1996, Soldier’s Executive Creative Director Bobby Riley, a founding team member of Concepts, knows just how to carry that through.

As a stone dropped into water, the undulating wooden ceiling ribs ripple like waves of influence from a radiating double-C neon logo, which is one of the most iconic endowments Concepts holds as their brand mark blessing every product and presentation, which is another early day creation of Soldier on behalf of Concepts.


Forged cold-rolled steel tiles pose as pyramid sized bricks, which make up each wall, felt appropriate as Concepts enters into its enduring eighteen year history as original retail curators.

The New York location has a different programming strategy than past Concepts shops, states Riley.  Rather than the humdrum everyday retail expectation, we designed something to facilitate combustion, to cater to an ever-evolving monthly “concept” where Concepts aligns with a host of well respected brand partners to focus on a highly curated monthly story to tell and share with the world.


Concepts chose to kickoff off the first New York brand exhibition with backyard partner New Balance. Based on the new beginning in NY the theme to embrace was “Celebration”. Custom made mid-century inspired champaign racks, which held bottles of Rose Moët Champaign, spelling out the acronym CC NY in bottles reinforced their commitment. All created to amplify to the center unit display showcasing the much anticipated all pink “Rose”New Balance 997, designed by the Concepts team.

“Riley and the Soldier creative squad once again blew minds with our New York store experience, which afforded incredible attention, press and respect of all kinds, ultimately bolstering the Concept brand image and identity.” – Tarek Hassan, Owner of Concepts

Stay tuned to www.cncpts.com for monthly New York store exhibitions and product drops.