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Fifth floor retail

I spent a bit of time this afternoon photographing 1111 Lincoln Road in Miami Beach. For those of you who aren’t familiar, 1111 is a parking garage that’s so well designed that people throw events – like weddings – in it. It was designed by the Swiss architecture firm Herzog & de Meuron.

I’ve been through the building before, but one thing I missed the last time around was the 5th floor retail space pictured above. Conventional wisdom would tell you that upper level retail doesn’t really work all that well. But here you have a boutique shop with nothing around it besides parking stalls.

What makes this case different? Is it the architecture? The desirability of this particular structure? Or is it that the store has enough of a following that it can draw people up and into it?

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