At Polo they saw the Polo Jeans Co. stores as a unique opportunity and engaged 5ive Creative principal James and his team to bring the brand to life. PJC is a brand born, raised and continually inspired by the attitudes of the SoHo district in NYC. Instead of taking the brand out of SoHo, we brought SoHo to the customer. The store created a true loft experience, from architectural features such as radiators turned into fixtures, to lifestyle-setting props such as a 4 poster bed and Indian motorbike center store. Young, hip and urban – describes the target customer and the store.