Posts Tagged ‘Aether’

Aether is a mainly web-based store, but the California-based outerwear business has lately started expanding its brick-and-mortar company, with the launch of a new and innovative shop in San Francisco. Constructed from 3, vertically stacked shipping containers, the store has a distinctly industrial design that, as co-founders Palmer West and Jonah Smith clarified to Cool Hunting, fits together perfectly with Aether’s urban-rugged aesthetic.

One of the greatest obstacles they faced when creating the space was developing a way to successfully and elegantly show Aether’s inventory. The option: an upright conveyor belt system that runs from the first floor to the third floor. Clients can search with the shelf by …

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At first it was faint– a blurry smear bisecting the sky above, running roughly north to south and flanked by a second, also more indistinct line to the west. Soon, however, both lines started to change, coalescing and magnifying into bright green streaks impossible to miss and difficult to ignore.

As the night started to end and the early morning matured, those lines grew brighter and brighter then, without warning, they began to dance. Numbing feet and chilly fingers forgotten, bundled-up onlookers looked skyward to gasp and laugh out loud as the evergreen, spectral curtains far above started to waver and move, blown by a fickle celestial wind. Waves took a trip from north to south and back as the luminescent lines above twisted, forming glowing knots of purple and red before gradually spreading out, covering the evening sky in green, bright enough that also the snow-colored yard glowed like an emerald wonderland. Gradually, the movement stopped and slowed, seeming to stall in the sky above, exhausted in the past– encore; the heavenly dance started anew.