For the launch of a much-anticipated sustainable clothing collection by Dao-Yi Chow and Maxwell Osborne of the New York City-based cult fashion brand PSNY, Modellus Novus conceived of a building that would serve as an architectural sculpture. Located at the intersection of New York City’s Soho and Chinatown neighborhoods, MN used simple means — paint, utility lights, and pea gravel — to transform the building into an urban exhibition echoing the designers’ statements about permanence and place, reuse and repurposing.
Tons of pea gravel installed as finish flooring is an unexpected "wall-to-wall carpet" on which guests walk through the entire space; a structural engineer was required to confirm that the building could withstand the added weight
Thickness of gravel installation in inches on the existing building floor
Number of colors used to coat the existing building facade, including window and door glass, brick, metal, tile, and fire escape
Length in feet, of line of people awaiting entry to the launch event
Second floor windows with light installation in each
Number of shades of grey reviewed by client for final facade color
Mannequins display the season's collection, a treatise on permanence and sustainability