Retail + Environmental
WHEELS OF NYC
Brooklyn, NY - 2026
Rooted in design and culture, Wheels NYC brings together a community centered around classic car ownership. For the Spring Edition event, NoN Studio introduced a VIP lounge and retail activation, Wheels Shop, designed in situ with the rhythm of the event, enhancing the guest experience while expanding the brand identity.
Photography by
Glen Pou
Design Intent
Set within a raw industrial warehouse, the project responds to the contrast between collector vehicles and their unpolished surroundings. Mirroring this tension, sculptural, historically iconic furniture is paired with found, utilitarian elements. The approach is reductionist, honest, and aligned with the rigor and cultural relevance of the cars themselves.
Reference + Influence
The direction draws from the improvised logic of a working garage and the restraint of contemporary gallery spaces. Material + furniture are used with clarity and intention, allowing each element to perform exactly as intended, without excess.
Material Details
Elevated through placement and proportion; cinder blocks, stone, and machined chrome introduce structure to the lounge; leather upholstery, boulders, and mossy floral arrangements soften space. Tires, wheel racks, and crates are reassembled into a retail system that feels both familiar and improvised.
NoN Studio led creative direction, design development, furniture selection and managed on site installation.
