This project involved designing a four-story flagship store for the renown fashion retailer Forever 21 on Times Square in New York.

Beyond meeting the high design standards of the global fashion brand, the primary focus was developing a 18.6 meter wide interactive media façade that complied with Times Square’s strict regulations while captivating the public in this high-profile location.

The media façade became a major Times Square attraction, featuring a massive digital billboard with high-resolution LED screens that display branded content, promotional videos, and immersive animations. This dynamic display strengthened the brand’s presence and engages the constant flow of pedestrians in one of the world’s busiest retail districts. Meanwhile, the transparent glass storefront offers passersby a glimpse inside, creating an inviting retail experience.

Gregory Martínez de Riquelme designed the façade during his tenure at Gensler New York.