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Crocs Flagship Storefront Emblazoned with Custom Colors


152 W 34th St





  • The Valspar Corporation
  • CJS Builders
  • TPG Architecture
  • ALPOLIC Materials
  • Kenneth J Herman, Inc.

Project Status


Year Completed


Room or Space





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Project Description

Making their debut in the mid-2000s, Crocs redefined footwear fashion, melding comfort and style into shoes that can be seen on millions of feet around the world. As Crocs grew in popularity, so did their array of styles and accessibility. The company began focusing not only on its classic sandal design, but also on new styles like boots, shoes, heels, and more. With its brand expanding, Crocs decided to invest in a flagship New York City store that captured the flair and originality the company is known for.

Crocs teamed up with TPG Architects to design a bold new exterior for its 13,000-square-foot space, nestled in the heart of Manhattan just west of the Empire State Building. The final product is a quintessential Crocs look, incorporating the company’s trademark bright colors with backlit, clear globes to create a shoe-like storefront, complete with its very own set of Crocs’ signature ventilation holes.

“It’s a crazy design, very conceptual in nature,” said Mike Dell’Olio, sales and marketing manager at Kenneth J. Herman Inc., the fabricator of the metal paneling. “It required extensive custom work, beginning with a custom color match to Crocs green.”

To create the stunning surface of the structure and capture the vibrant colors of Crocs’ green and yellow, 4,341 square feet of ALPOLIC®/fr fire-retardant 4mm metal panels were painted with Valspar’s Valflon coating, which uses an advanced die coating process. To achieve the custom Crocs green color, Dell’Olio supplied the Pantone value and Valspar’s laboratory was able to perfectly match the coating for the company’s new storefront.

Valspar’s Valflon coating was selected to adorn the metal due to its vivid finish that will uphold its integrity for years to come. Additionally, the coating has excellent color cohesion and adhesion, and offers resistance to airborne chemicals, acid rain and most cleaning solvents used to vanquish graffiti.

The project was finished by assembling the paneling to meticulously fit each globe light blub – a task requiring the expertise of both an electrician and the Kenneth J. Herman, Inc. team who worked together to install the light fixtures and fit a panel over them.

Crocs, 152 W 34th St, New York, NY 10001;
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