Phi.NY;“Unlike pop stars, wives of tech moguls haven’t stormed the runways… since Phi founder Susan Dell, wife of Dell Computers magnate Michael… with her three-season new label that has quickly established itself.… What better way to showcase the brand’s architectural influence than by building Phi’s 3,300-square-foot emporium in Soho.… Definitely not a penny-pinching ordeal, the project called for rehabilitating a century-old building and transforming it into a sleek setting adorned with the original detailing, floating holo-clear screen display abstracted images of various ensembles amid preserved columns with Corinthian capitals. Walls of reclaimed brick that stand opposite an expanse of custom-made tinted glass provide a striking contrast that resounds throughout the space.”
Phi.LA: Construction was underway on the newest PHI boutique in West Hollywood, California. Located on the corner of Melrose and Croft, the structure is transformed by thickening [to poche] the corner curve and cladding it with a cleft-faced limestone mosaic inside and out. Acid-etched and polished white glass walls form the interior spaces with reflection and light.