New York Sunshine redesigns eric emanuel soho flagship
Artist John Margaritis of New York Sunshine completes the redesign of Eric Emanuel’s flagship store in SoHo, channeling a new energy to the iconic space of the sportswear brand. This bold transformation marks the fourth collaboration between Margaritis and Emanuel, following previous design projects in Manhattan, Miami, and East Hampton.
The store’s fresh design fuses the raw energy of basketball culture with the sophistication of contemporary retail. A bold feature in the space is a massive basketball sculpture, the highlight of the window display, echoing the spirit of the game. This element builds on the success of New York Sunshine’s massive ‘basketball bouquet’ display, which first captivated onlookers with its playful and vibrant take on the sport’s theme. The suspended installation prominently showcases the Eric Emanuel logo, reinforcing the connection to basketball that has long been integral to the identity of the brand. ‘This store has so much heritage in the city, and being able to work in a space like this is a real childhood dream,’ Margaritis shares. ‘It’s cool to have the best window in all of SoHo.’ The expansive glass window allows passersby to peek inside, teasing the sports-themed merchandise and creating an intriguing atmosphere that draws them in.
all images courtesy of New York Sunshine
John Margaritis channels locker room and court energy
John Margaritis’ project, New York Sunshine, evokes the energy of basketball locker rooms and courts through the Eric Emanuel’s SoHo flagship redesign, combining these elements with refined materials and finishes. Dark terrazzo flooring brings an urban sophistication to the space, while the crisp white walls provide a clean backdrop that makes the bold colors and materials throughout pop. Fixtures all around the store combine natural wood, marble, and metal accents. The layout also includes open shelves, glass cases, and hanging racks, designed to display the signature pieces of the brand.
The rear of the store features a standout wooden shelving unit, where trophies are displayed, a nod to Emanuel’s deep connection to sports culture. Nearby, a green marble countertop adds a polished feel to the checkout, while integrated glass display cases beneath the counter present a curated selection of folded garments, accessories, and collectibles. A curved blue metal clothing rack showcases the brand’s signature bold-colored shorts and apparel. A modular racking system, inspired by locker room pipes, further enhances the athletic aesthetic, offering flexible and functional merchandising options.
John Margaritis of New York Sunshine redesigns Eric Emanuel’s flagship store in SoHo
intricate Persian rugs clad the boutique area walls
In contrast to the sleek design of the main retail area, a boutique within the store invites visitors into a richly textured world of color, pattern, and texture. This space embraces a maximalist approach, layering intricate Persian rugs across the floors and walls. The eclectic mix of upholstered seating creates an inviting, intimate atmosphere, combining striped, floral, and geometric motifs into a harmonious visual experience. The U-shaped sectional seating arrangement, featuring plush cushions in deep red velvet, multicolored florals, and striped fabric, sets a relaxed, social environment while reinforcing the fusion of traditional and contemporary design influences.
A pendant light, with an intricate perforated metal design, casts patterned shadows across the ceiling, enhancing the space with a warm, golden glow. This attention to detail extends to the open wardrobe display, set within a sleek wooden alcove, where boldly patterned garments are showcased. A suspended blue metal clothing rack exhibits an array of striped, checkered, and brightly colored jackets, shirts, and trousers, highlighting the boutique’s emphasis on textile craftsmanship.
the rear of the store features a standout wooden shelving unit
a curved blue metal clothing rack showcases the brand’s signature bold-colored shorts
