Totokaelo is a beautifully constructed concept store. They have a brilliantly curated selection of denim, focusing on long lasting, minimalist wares. Exactly what many shoppers look for in a store. Not only are there five floors but the space also includes a generous outdoor space. Where is the store located in New York City?

• Totokaelo is located in SoHo, 54 Crosby St., New York, NY 10013.

What language/key signifiers can you find on their site or in articles that makes them stand out? (review the lectures)

Totokaelo aims to represent artists and designers who they believe to have an independent and thoughtful sense of beauty. They use empowering language which makes customers feel at ease and confident.

What cultural code(s) do you see working in this retailer? This code should relate to language signifiers your found. (review the lectures)

The cultural code in the store revolves around the stereotype of the artist. Particularly the use of dark colors contrasting a light, indoor space. It is meant to be trendy, minimal, and innovative as this can not only allow for an increased ability to appeal to the artists, but can also allow for a new interpretation of a standard approach to an audience.

CODE: brief corruption of the Latin, meaning, more or less, "the sky's the limit"), all 8,400 square feet of it, is preparing to open its doors on Crosby Street.

Archetype:

"It wasn't about the clothes; it was about helping customers dress in a way that made them feel…