NYC's SoHo welcomes slew of new luxury brands

By

Chenu Alexis

Published
Dec 14, 2021

With rents often surpassing $25,000 a month, Greene Street, in New York's SoHo neighborhood, can already boast stores run by the likes of Dior, Versace, Loewe and Acne Studios. And now Ami, Bottega Veneta and Amiri have joined this illustrious cohort on the luxury thoroughfare. At the same time, a few blocks over, Officine Générale has made its debut in the Big Apple, moving in just down the road from designer Mara Hoffman's namesake label, which is also opening its first address, 21 years after the brand's foundation. 

Officine Générale makes its American debut

It was in SoHo, at 220 Lafayette Street, that the first Officine Générale location in the U.S. opened its doors on Saturday, December 11. This first stateside store joins the brand's four Parisian boutiques and one London address. 

For the label's founder, Pierre Mahéo, who recently secured the financial support of The Untitled Group, the store, which has taken over the building formerly occupied by Italian brand Cosabella, and includes a boutique space, a showroom and offices, is a dream come true. Here, in an olive-hued space furnished with vintage French and Japanese furniture in flannel and oak, the French designer will present his men's and womenswear collections, as well as a new line dubbed "Daily Classics."

And the designer's American expansion plans don't stop there, with his brand already having announced plans to open another new boutique in Los Angeles next spring.

Ami takes over 185 square meters in SoHo

Described by Alexandre Mattiussi as "the neighborhood of the American dream," SoHo also plays host to the first U.S. flagship of the designer's Ami brand, which has opened next door to Loewe and just across the street from Saint Laurent. The label, for whom the American market represents 20% of total sales, has moved into a two-floor building typical of the neighborhood, at 77 Greene Street, an address previously occupied by women's ready-to-wear brand Nicole Miller. 

Conceived by Mattiussi himself, the 185-square-meter-store has a "refined and relaxing design," with the first level featuring two-tone parquet flooring reminiscent of Parisian hôtels particuliers, mirrored walls, and round sofas. 

Coinciding with the opening of the store, Ami has also unveiled its second "Ami de cœur" capsule collection, created in collaboration with Kevin Lyons and made up of hoodies and tees illustrated with the New York-based artist's iconic monsters. 

With six boutiques in France, including an upcoming opening in Paris in 2022, one location in London, four in Japan, 10 in China and now one in New York, Ami has more than 20 stores and boasts some 600 points of sale around the world. Future openings are planned for South Korea and Hamburg, with a second London location also in the pipeline. 

Bottega Veneta treats itself to a second New York address
 
Bottega Veneta opened its new boutique a stone's throw away from Ami on December 9. Located at 101 Greene Street, the 300-square-meter store, which was previously occupied by speakers brand Sonos, presents the Italian label's ready-to-wear, accessory, bag, footwear and jewelry collections. 

The brand's second New York boutique after its Madison Avenue flagship, the space features brick walls, resin and stone floors, and made-to-measure leather furniture. Some of the store's other fittings were designed by Vonnegut/Kraft, and large Turkish carpets cover its floors. The collections currently on offer at the store are those designed by former creative director Daniel Lee, who left the brand suddenly a few weeks ago and has since been succeeded by France's Matthieu Blazy. 

Amiri primieres in Manhattan
 
Having been named menswear designer of the year by the Council of Fashion Designers of America (CFDA), Los Angeles-born Mike Amiri, who is perhaps best known for his luxe denim line, has opened his first New York boutique at 76 Greene Street, SoHo.

With the support of Renzo Rosso's OTB group, the designer opened the store at the end of September, revealing a space thought out by interior designer Katherine Waronker, where sculptures and artworks make customers feel as though they're in a gallery displaying pieces by the likes of Californian artist Wes Lang. 

This New York boutique notably offers exclusive, limited-edition capsule collections. With its star currently on the rise, Amiri has chained up a series of openings recently, having also inaugurated its third American store at the Wynn Las Vegas in October. 
 

Mara Hoffman brings her world to Lafayette Street

21 years after launching her first collection, American designer Mara Hoffman is also moving into SoHo, where she has just opened her first store. Specialized in ethical, responsible and recycled women's ready-to-wear and known for her swimwear and kids lines, the Parsons graduate has therefore taken her first steps into brick-and-mortar retail. 

Featuring white walls and parquet flooring, and located at 183 Lafayette Street, a few steps away from the brand's showroom, the space was designed by interior decorator Kari Elwell, of Mingo Design, who has created a warm and comfortable atmosphere where plants occupy centerstage. Thanks to a collaboration with Studio Archive Project, the store also presents exhibitions from artists, such as New York-based ceramicist Elisa Soliven.