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New York, NY — L'Forma is proud to announce the completion of a nationwide finishing program for Athleta, delivering the brand's signature feature-wall finish across more than 40 store locations coast to coast — including flagships at SoHo in New York, Fashion Valley Mall in San Diego, University Village in Seattle, Kierland Commons in Scottsdale, and Toronto's Eaton Centre. From the Northeast to the West Coast and into Canada, L'Forma brought a single, consistent standard of craftsmanship to Athleta's retail environments at scale.
The centerpiece of each store is Athleta's custom "Wave Blue" Portola Roman Clay feature wall — a warm, hand-troweled clay finish with subtle depth and movement that serves as the backdrop to the brand's "Power of She" identity, Athleta's long-standing mission to empower women and girls through sport. L'Forma self-performed the specialty finish in each location, ensuring the exact same color, texture, and quality appeared in every store, whether in a coastal flagship or a regional shopping center — a consistent, brand-defining canvas across the country.
Executing a finish program of this scale required precise logistics and coordination. L'Forma delivered the rollout across five phases — roughly eight stores per phase — coordinating with a range of general contractors and site teams from New York and Connecticut to Texas, Illinois, Utah, Arizona, and California, while holding a single, uncompromising finish standard throughout. Managing consistency across dozens of sites, GCs, and schedules is exactly the kind of national program few specialty applicators are equipped to handle.
"Delivering the same flawless finish in 40-plus stores across the country — through five phases and a dozen different GCs — comes down to systems, coordination, and craft. Athleta trusted us to make every store look identical, and that consistency at scale is something we're genuinely proud of." — Peter Heretakis, Project Manager, L'Forma
The program reflects L'Forma's ability to scale specialty finishing nationally without sacrificing quality — the same craft it brings to individual flagship projects for brands like Louis Vuitton, Kith, and the Metropolitan Museum of Art.
L'Forma is a New York-based construction management and specialty finishing firm delivering Venetian plaster, acoustical plaster, Roman clay, ornamental plaster, and decorative finishes for luxury retail, cultural, and residential spaces. Founded in 2019, L'Forma self-performs flawless hand-applied finishes for the world's most demanding brands across NYC, Miami, California, and nationwide. Learn more at lforma.com.
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