Versace opens new SoHo boutique

By

Jennifer Braun

Published
Jul 27, 2021

Italian luxury fashion house Versace inaugurated this month a new boutique in New York City’s SoHo neighborhood. 

Located on 111 Greene Street, the 3,070-square-foot space houses the brand’s full offering of ready-to-wear and accessories for both men and women.

Inspired by its Paris flagship, designed by renowned architect Gwenael Nicolas, the store carries Versace’s instantly recognizable design aesthetic, while remaining moderm. Reflecting this concept, the store features Greca-patterned marble floors, as sculpted Medusas depict the brand’s iconic designs in a contemporary way that perfectly fits the location.

Meanwhile, the boutique also embraces a sustainable approach to its store by applying the highest environmental standards to materials selection for all parts of the boutique.

“I’m so excited to bring Versace to SoHo NYC and its downtown cool attitude have always been such a big source of inspiration for me,” said Donatella Versace
 
To celebrate the store opening, Versace has created a series of black-and-white images, photographed by Ethan James Green and featuring models Adesuwa Aighewi, Jan Carlos Diaz and Noah Louis Brown, which showcases the vibrant life of downtown Manhattan and pay tribute to the brand’s iconic campaign portfolio.

Next, Versace is expected to expand its presence in the U.S. with a store opening in Manhasset, in August, followed by the opening of a boutique this fall, in San Diego.