Boutique Concept A Soho Gallery

WHAT

A new ReedKrakoff.com store featuring design, art, architecture, and technology curated by Reed. It boasts its own unique identity that provides another view into the brand experience.

 

WHERE

The new store is the brand’s second location in New York City, a 2,700-square-foot space at 93 Greene Street in SoHo. Antique marble floors, exposed wood-and-glass vitrines, and felt furniture are the setting for the full assortment of ready-to-wear, handbags, shoes, accessories, and jewelry evolved for the downtown customer.

 

WHEN

Doors open in January 2015.

 

THE CONCEPT

The luxurious industrial environment features rotating elements of design, art, architecture, and technology curated by Reed (some of them created specifically for RK) to give customers another view into the brand experience. Among the artists and designers whose work is showcased are the Bouroullec brothers, a team of French designers who created one of their innovative Cloud tile installations; Nick Allman, who made a custom Arco Lamps installation that bursts through the store’s existing architecture; and Steven Sebring, a photographer, filmmaker, and frequent collaborator with RK. Their presence in the store is especially apt given not only the brand’s affinity for design and architecture, but its new outpost in a neighborhood that began as an artists’ enclave.

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