The luxury brand has opened a flagship on Mercer Street, in New York City’s SoHo neighbourhood.
The designer moved to SoHo after college and, in 2004, opened her first boutique a few blocks away from the new store.
Created in partnership with Curiosity architect Gwenaël Nicolas, the multilevel, 6,000sq ft SoHo outpost reflects the brand’s evolving retail concept, while honouring its design codes. With a homey feel, the environment balances Burch’s distinctive aesthetic with a modern point of view, mixing minimal and maximum, and architectural and decorative elements.
The design reimagines the brand’s signature accents of oak, rattan and brass in different finishes and tones. Simple materials are used in unexpected ways. Work by women artists and local artisans is featured throughout the space.
“I could not be more excited about our Mercer Street store,” said Tory Burch, executive chairman and chief creative officer. “It is an evolution of our retail aesthetic, and I have loved the creative process, combining a modern space with signature decorative elements and details that are personal to me.”
Tory Burch has 322 freestanding stores, including stores in such cities as London, Shanghai, Ginza and Rome.
