Adam and Ryan Goldstone, brothers and founders of sneaker brand Athletic Propulsion Lab, approached London-based architecture firm Al-Jawad Pike with a brief for their New York outpost and flagship: simple yet severe. Situated on a prime retail block in Soho, the resulting boutique’s soaring, rounded ceilings and columns, visible through vast street-facing windows, lives up to the task.

The brand, better known as APL, made a splash in the world of footwear with their performance-enhancing sneakers that assisted wearers in jumping higher. They performed so well, they were banned from the NBA. The architects used APL’s roots in designing the layout of the store. The 3,800-square-foot space harkens to both values of the brand: performance, visualized literally in the amphitheater-like main floor via curving, artisan-plastered walls; and basketball, symbolized by the stadium-like bench seating that curves around a column by the fitting rooms.

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