221 West 116th Street
New York, NY 10026
Tel 212-865-1565
Fax 212-865-4217




New York, NY



Photography By

Alexis Villarin

Frye Company Flagship

Founded in 1863, Frye is the oldest shoe company in the United States. Having designed footwear that was worn by pioneers and cowboys who tamed the West, Frye’s aesthetic harks back to their vintage American roots while creating new and modern designs. For the first time in 148 years, the Frye Company has established its own store, showcasing more than 800 of their leather items.

Inspired by Frye’s fabrication process and the products within the spaces themselves, AvroKO worked with the concept of expressing the raw materials in a refined industrial environment.

Focus Lighting sought to create drama in the space with strong accent lighting, while not creating an overly bright retail environment. Meanwhile the lighting design had to meet stringent requirements in order for the project to achieve LEED silver certification. The focal point of the store is the ring chandelier that spans through a majority of the main space. It consists of 8000 rings that typically decorate the Frye Harness boot – all strung by hand and individually hung using leather straps. Focus Lighting used miniature LED track accents that streak across the field of leather straps and brass rings to create a sea of sparkle in the main merchandise area. Exposed Metal Halide ES16 track fixtures with clean minimal forms were suspended above a layer of decorative pendants to create an industrial loft-like setting. The original brick surfaces were grazed with warm white linear LED striplights to bring out the character of the space. This highlighted the rough texture of the brick and set it in contrast to the polished finishes of the merchandise on display.