Not Everyone’s Buying It: Social Media Reacts to the Mix of Old-Meets-New Architecture at Hermès’ Under-Construction Williamsburg Store
The Under-Construction Williamsburg Flagship
The under-construction Brooklyn flagship of the iconic French luxury brand Hermès has been making waves on social media since its unveiling from scaffolding in recent weeks.
A Cluster of 19th-Century Brick Buildings, or a New Design?
Standing prominently on a high-traffic corner in Williamsburg, the storefront at 111 North 6th Street gives the impression of a cluster of 19th-century brick buildings, complete with bricked-over windows and striking modern openings cut into the facade. But it’s entirely new.
Not Everyone is in on the Joke
"Not those large windows are an abomination," "agreed," "so bad" were some of the comments on an Instagram post from observer of neighborhood businesses Williamsburgbedford.
A Rendering of the Completed Storefront
The red-brick facade of Hermès’ Brooklyn flagship has sparked debate over its ‘faux-historic’ design.
What Do You Think?
"Preserving historical design while updating for modern use. The best form of renovation," said a commenter on a Reddit post in the R/Bad Architecture feed.
The Design
The new Hermès storefront showcases sleek aluminum-framed windows juxtaposed against faux historic brickwork.
A Building or a Facade?
Another commenter clarified: "This is a brand new building. They tore down the original and built a fake old building in its place."
The Architect’s Vision
Building Studio Architects, known for adaptive reuse as well as all kinds of projects from religious to housing, is designing the store for property owner L3 Capital, according to YIMBY, although Mancini Duffy is the architect of record, permits show.
The Real Estate Investment Firm
L3 Capital has acquired a slew of commercial properties in Williamsburg, including some previously belonging to Red Sky Capital. Hermès is leasing the property from L3, whose other tenants in the neighborhood include Chanel, Everlane, Google, and Madewell. Construction could wrap in 2025 or 2026, according to L3’s website.
The Architect’s Philosophy
"New or renovated, all of our architectural projects share a commitment to contextual design, buildings that show a devotion to the industrial brick and steel window character of the neighborhood," says a website blurb from the architect about their work with owner L3 Capital.
The Old and the New
The two-story red brick building replaces a shorter two-story brick building with big multi-pane steel windows that appeared after the 1980s tax photo. (It may have been an update of a three-story 19th-century brick building that originally stood on the corner, old photos show.) What appears to be an adjoining three-story black brick building is also part of the same development.
What’s Next?
The new store is rising on what was once three separate tax lots, 111 to 115 North 6th Street. Like others on the street, the buildings housed meatpackers in the early 20th century.
Conclusion
The new Hermès store is an arresting sight on a prominent corner in what was once a meatpacking district and is now a prime shopping street. The Soho-ization of Williamsburg since the historic but derelict semi-industrial neighborhood was rezoned in 2005 has been extensively covered here and elsewhere.
FAQs
Q: What is the address of the new Hermès store?
A: 111 North 6th Street, Brooklyn, NY
Q: When is the store expected to be completed?
A: Construction could wrap in 2025 or 2026, according to L3’s website.
Q: Who is designing the store?
A: Building Studio Architects is designing the store for property owner L3 Capital, according to YIMBY.
Q: What is the inspiration behind the design?
A: The architect’s philosophy is to preserve historical design while updating for modern use, showcasing a devotion to the industrial brick and steel window character of the neighborhood.
