WilliWear challenged the status quo of the fashion system through showroom, shop, and popup design. These environments functioned as spaces of commerce, creation, public gathering, and performance. They set the scene for customers to realize their own desires, rather than those manufactured by aspirational advertising.

Drawing, WilliWear Fifth Avenue Store, New York, 1987
Designed by SITE
Brush and watercolor, pen and ink on paper
Courtesy of SITE

Drawing, WilliWear Fifth Avenue Store, New York, 1987
Designed by SITE
Brush and watercolor, pen and ink on paper
Courtesy of SITE

Drawing, WilliWear Showroom, New York, 1983
Designed by SITE
Pen and ink on paper
Courtesy of SITE

“We said, ‘Let’s just do the street. Let’s bring the street into the showroom.’ And he loved that idea.” Smith gave Wines a tour of the Christopher Street Pier, then a well-known gay cruising spot, in order to point out areas that featured his favorite textures, materials, and atmospheres. “He highlighted particular arrangements, specific portions of corrugated metal and pipes. He also took me to the gay bars around the waterfront.” —James Wines, SITE partner

Drawing, WilliWear Showroom, New York, 1983
Designed by SITE
Pen and ink, brush and wash on paper
Courtesy of SITE

“SITE and WilliWear both cared about personal freedom and creating public experiences in the context of daily life. Willi’s creative inspiration came from watching how people on the street lived in their clothes. So my concept for bringing the streets of New York City into a commercial interior succeeded in breaking down the barrier between inside and outside while reflecting WilliWear’s identity.” —Alison Sky, SITE partner

Drawing, WilliWear Harrods Boutique, London, England, 1983
Designed by SITE
Pen and ink, brush and wash on paper
Courtesy of SITE