Imagine this: a shopping playground painted bubblegum pink with an interior decorated with ceramic—weird and sculptural. Entler lights, Eckhaus Latta lapped tees, and a wall lined with an assortment of 1950’s magazines and books telling the story of Miami art deco and vintage vacation.
That’s exactly what Kristen Cole, President and CCO of Forty Five Ten, had in mind when she broke ground on Little River’s first ever high-concept multi-brand retail store coined TenOverSix.
“I wanted to bring to Miami a new mix of emerging design and fashion,” said Cole. “Miami is known for the beachy and sexy aesthetic, and I wanted to bring an antidote to that vision. At TenOverSix, we stock a high-concept mix of emerging with modern, esoteric and oftentimes humorous collections.”
Hand-curating each item, Cole’s buyers, along with herself, attend fashion week in New York and Paris looking for the best and brightest in the emerging category. And with close connections with creatives, Cole gains tips on go-to trending artists, designers, and tastemakers. Specifically, for the Miami consumer, it’s about the mix, taking into account the lifestyle of the deco drive, beachside buyer—learning “the kinds of places they go, the weather, and the architecture of the city,” while still offering the same general designer matrix.
But what’s most adventurous about this eclectic boutique is its setting, posted up in a gallery-like space. Not your average brick and mortar; here, party dresses and punk rock fringe handbags speak the same language as the pieces and furniture they sit next to. Bringing art and fashion together, Cole allows for an unparalleled shopping experience where racks of haute couture midnight black ruffled dresses are paired next to treetop colored palm trees and commissioned images of Miami shot by visual artist and photographer Hamish Robertson.
But Cole’s passageway into high-concept retail started long before, on a sprawling strip in Los Angeles known as Melrose Avenue. Seeing the need for stores that deliver the possibility for more than designer ready to wear, Cole set out to be instrumental in the first wave of experiential shopping. One that landmarked the amalgamation of clothing, furniture, and psychedelic marvels.
“Los Angeles in 2008 was not dissimilar from Miami now.” Said Cole. “I see a lot of similarities and love to get in at the beginning.”
And the beginning isn’t limited to Los Angeles, Dallas, and Miami. Enter New York and Forty Five Ten.
“Forty Five Ten, the luxury retail company I run, which acquired TenOverSix this past February, will contain within the site TenOverSix’s designers and online experience,” said Cole. “Forty Five Ten and Tenoversix will be an exciting addition to New York multi-label high-concept retail in its new location.
Reinvigorating the fashion industry—one American city at a time.