New York-based fashion house Proenza Schouler is set to open a new flagship store at 153 Mercer Street in February.
Proenza Schouler to open flagship on Mercer Street. – Proenza Schouler
The new location will replace the brand’s current store at 121 Greene Street, which will remain operational through the end of January.
Designed by Kate McCollough, the new store takes cues from the fine art world and offers an immersive, gallery-inspired shopping experience. The flagship’s design reflects the vision of co-founders and creative directors Jack McCollough and Lazaro Hernandez.
“We wanted to create a space that allows us to share some of the things we look at and are inspired by when working on our collections, a space that is constantly moving and never static,” said McCollough and Hernandez.
“The intention is for the store to be experiential, one that encourages a sense of discovery and gives the work we make context through what else is presented alongside it.”
The space is characterized by white, clean walls and glossy poured concrete floors. Upon entering the store, customers are welcomed by a cantilevered cherry wood bench beneath a gallery wall, which will feature rotating art installations that complement the collections on display.
Instead of traditional retail fixtures, the store uses monumental cubes which serve as display spaces and fitting rooms. Meanwhile, strategically placed side niches feature the brand’s collection of shoes and bags. At the rear of the store, a skylight floods the space with natural light, illuminating a cast concrete bench that runs the store’s width and features curated titles from Dashwood Books.
“We are excited to welcome our customers into a space that captures the essence of Proenza Schouler. This new store represents a real-life expression of our brand—an environment thoughtfully designed to bring our collections to life and showcase the seamless marriage of art, architecture, and fashion,” added Shira Suveyke Snyder, CEO, Proenza Schouler.
