Storied Florentine multi-brand boutique LUISAVIAROMA has crossed the Big Pond to open up shop in New York City. Given the fact that the U.S. market currently generates 25% of the store’s online sales, and is set to double in the coming two years, is a pretty legitimate reason. So, after first launching a pop-up store six years ago, LUISAVIAROMA secured a permanent location in NoHo. Occupying no less than 1,050 sqm. (11,300 sq.ft.) set across two floors of the Robbins & Appleton Building, a historic six-storey structure with an ornate Second Empire-style façade where watch cases used to be manufactured, the store features an interior design by Italian practice Claudio Nardi Architects which mimics the flagship store in Florence.

While the various settings are distinctly minimalist, furnishings comprise both matching custom-made pieces and carefully sourced vintage items. Anticipating Manhattan‘s highly savvy shopping demographic, the LUISAVIAROMA store sees 204 sqm. (2,200 sq.ft.) of its space dedicated to V.I.P. clients. They access the premises through a dedicated entrance and can rely on key services, such as concierge styling sessions and selections of curated haute couture items and luxury jewellery pieces. Situated in the basement, it’s an immersive, somewhat otherworldly soft-pink domain. And that’s not all. Further elevating the shopping experience is a selection of books curated by Dashwood Books which can be found at the front of the store.

The alluring sound design of the LUISAVIAROMA store has been created by music connoisseur Arman Naféei who is known for his work as a music director in the properties of hotelier André Balazs and for the popular podcast Are We On Air?. LUISAVIAROMA‘s existing partnership with luxury vintage online retailer Vestiaire Collective resulted in the fact the New York City retail space also carries a selection of vintage pieces in-store, while also providing shoppers with a consignment service for their goods in exchange for LUISAVIAROMA credit. The new LUISAVIAROMA store carries a wide selection of top brands from across the planet, including Maison Margiela, Proenza Schouler, Jil Sander, Chloé, Gabriela Hearst, Helmut Lang and Lanvin. © superfuture