OV is a community area that functions in perfect coexistence: as a sports clothes boutique that invites you to try on their clothes, so you can live and feel the materials and textures on your body; it’s a place to be, to relax, a meeting point for a community interested in physical activity, whether its running, doing yoga or walking dogs.
The concept, developed by Tyler Haney together with artist Ana Kras and designed by Savvy Studio, translates into an authentic space filled with highly aesthetic and functional objects and furniture made in various technological forms and materials. Simplistic and modular wood racks, mats and high-quality foam cushions designed in a warm color palette further invite customers to feel comfortable and relaxed while trying on the clothes on display.
The clothing line is inspired on the concept of “athleisure”, a new sport aesthetic where lightness, comfort, simplicity and agility allow the wearer to be in contact with their body and emotions without feeling encumbered by their garments. The selection and quantity of garments narrow down to offering only the essential high-quality, soft, feminine, functional and aesthetic pieces made to completely delight the wearer.
This new concept of sports shop/meeting place/community spot injects new life and identity to athletics, offering a collective balance to body, mind and soul. Its vision complements New York City’s Nolita neighborhood's lifestyle, where OV looks to offer a new way of living an active life. By transcending the simplistic idea of “just a sports goods store”,
OV intentionally sets a new standard and seeks to include a more feminine essence into the athletic world, a vision to “redress” it in new, better-fitting materials that are healthy and pleasant and not only look good, but make the wearer feel good.
Haney and Kras connect and integrate these elements, interacting with the space and redefining the importance of creating things together as a community. Designed as a playground where interaction between clients and spatial elements produce continual performances, it’s a space created to interact, to try out and to feel the goodness of sustainable living.