La DoubleJ

EXA Group delivered the complete renovation of the property, upgrading its structural and building systems while preserving the architectural integrity of the existing fabric. As construction progressed, unforeseen structural conditions required targeted reinforcement and restoration works, integrated within a broader programme of modernization. The interiors were reimagined as a sequence of highly curated spaces, where bespoke furnishings, crafted details and carefully calibrated lighting express the distinctive universe of the brand. From the retail salons to the private VIP areas, each environment contributes to a seamless and engaging customer journey while respecting the townhouse’s historic character. The result is a balanced dialogue between heritage and innovation, where a historic New York landmark is reinterpreted as a contemporary luxury destination, preserving its architectural legacy while creating a unique and memorable brand experience.