Amid Fifth Avenue Manhattan’s concrete, stone, and brick facades, Elmo Studios inserted an otherworldly retail environment for outerwear brand, Free Country. The space is dramatically halved, economically rendered black and white, with OSB, plywood, paint, and gravel. Monochromatic jackets hover in color-ascribed zones. A large, custom lightbox floats overhead, casting an even, day-lit glow at all hours, confusing day with night and outside with inside. Large boulders and pebbles, dipped in grey and white paint, punctuate the space, further upsetting earthly expectations.

Free Country Pop UP