Proenza Schouler Relocates Its SoHo Store to Mercer Street
Proenza Schouler, the women’s luxury label cofounded by creative directors Jack McCollough and Lazaro Hernandez in 2002, will be opening the doors of its new flagship in SoHo in Manhattan at 153 Mercer Street in February.
Since 2013, the brand’s downtown New York retail space has been located at 121 Greene Street, which will remain in operation until the end of January.
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During an interview in October, the brand’s new chief executive officer Shira Suveyke Snyder told WWD the company was seeking to accelerate its growth through category amplification and expansion while continuing to shift its strategic focus into brand-owned channels via e-commerce and brick-and-mortar, starting with the new SoHo flagship opening.
“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,” Snyder said of the new space.
Led by designer Kate McCollough, the flagship’s entire store design was designed to transform the traditional retail environment into a gallery-inspired, immersive store. The space features clean, white walls and glossy concrete floors and is decorated with a rotating gallery wall featuring works that speak to each collection available in store and rich furnishings such as cherry wood and concrete benches and a rotating curation of Dashwood Books.
Furthermore, the space blends a design balance between the refined and industrial, as seen through its four large-scale custom-developed resin, fiberglass and stone cube installations which sit in the center of the space and house the luxury brand’s ready-to-wear collections and fitting rooms outfitted with plush carpeting.
“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. 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,” said McCollough and Hernandez.
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