Reed Krakoff's New SoHo Flagship

The designer's second New York City store gives new meaning to the phrase "shopping in style"

Reed Krakoff's New SoHo Flagship
Courtesy of Reed Krakoff

If proximity to beautiful things makes everything more attractive, we have yet to see a better realization of the maxim than Reed Krakoff's new SoHo flagship. The store features the designer's signature style, with his classically tailored separates arrayed in all their color-coded glory. But while the fashions serve as artwork in and of themselves, it's the collection of creative installations around the space that sets the tone for a truly unique shopping trip.

"We set out to create a space and experience that pays respect to the rich history of the SoHo neighborhood while simultaneously incorporating new and unexpected elements to our store design," says Krakoff. So in place of framed pieces, the designer commissioned "Clouds," an immersive, three-dimensional tile installation that seems to live and breathe, by the French artists Ronan and Erwan Bouroullec. In another room, a gallery of raw-canvas chairs becomes an impressive display for handbags, shoes, and other accessories.

Reed Krakoff's New SoHo Flagship

Elsewhere in the store, whitewashed marble flooring, plywood accents, and gray felt-upholstered furnishings provide a polished counterpoint to a pair of floor lamps by designer Nick Allman, which seem to slash through the existing walls for a purposely deconstructed look. The result is equal parts living room and art exhibit—a heady combination that we aren't likely to leave anytime soon.

Reed Krakoff's New SoHo Flagship

I'm the former Deputy Editor at Lonny.
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