/ Type of project: Store
/ Location: Madrid
Following what Mark says in an interview: ‘If you are operating from the comfort zone, you are in the wrong business’. This is how we have dealt with this project.
Ecko is not a catwalk brand; it is not something that can be measured or classed within a trend. Ecko represents the most rebellious heart of NYC; it is the response to the adoption of bourgeois fashion, the commitment to people on the streets that have made of NY the iconic city that represents to the rest of the world. This is why Ecko stores cannot be a standard commercial place. They have of course to comply with certain parameters that cannot be avoided but, at the same time, they can skip many rules that other brands cannot.
For us, Ecko deserved a store image that has the feeling of authentic NYC from the 80’s and 90’s, those years in which NY was a high-spirited city in which the most exciting social, artistic and cultural events have taken place. Our idea is to mix the best things from the past with the present New York icons that will last. We want to show clearly how a city and a culture may have influenced our lives and how Ecko is a brand that has not only been influenced by NYC, but which has also been part of it, has contributed to it and continues to do so actively to keep it alive.