The New Moschino Store Was Made for Instagram

Posing with the massive Moto Jacket Shoulder Bag. Photo: @aylizzle__/Instagram

If New Yorkers wanted to get their hands on a McDonald’s cashmere jumper dress, a Barbie handheld mirror iPhone case, a Bugs Bunny basketball jersey, or any other Moschino item, they had to use the Internet. But now, the Italian brand has opened an outpost in Manhattan. So what would the brick-and-mortar dominion of Jeremy Scott’s wild mind look like? I had to go see for myself.

Located on 73 Wooster Street in the trendy Soho neighborhood — located in walking distance of Burberry, Chanel, Louis Vuitton, and more luxury brands — the shop’s storefront doesn’t stand out from its neighbors. But step inside and it’s an entirely new shopping environment, more experience than engine for driving sales.

“I wanted a space that would have a gallery vibe to it, something with high ceilings and exposed ducts,” Scott told The Daily. The open floor plan lends itself well to the displays, which are unlike any erected in retail stores around the world. There’s a larger-than-life Barbie wearing the embellished two-tone stretch-ponte mini dress (you can get in human size for $1,895); size 100 shoes that wouldn’t fit the Barbie — but might work for the Jolly Green Giant — that double as display case and chair for tired customers; and bags even taller than Yao Ming filled with bags Yao Ming could gift his wife, Ye Li. 

“Just found Cinderella’s shoe. Always knew the b*tch was a size 11. #moschinony.” Photo: @itsmarieve/Instagram 

Unlike many places, it seems that the Moschino store was made for Instagram and brand recognition as opposed to picking up a couture yellow fur coat á la Rihanna (I touched it, it’s sensational). Whereas many stores discourage picture taking, the sales associates openly and enthusiastically prodded shoppers to pose with the unique furniture. One employee, before sending off a man that had just bought a pair of sneakers, said, “Remember to tag us with the hashtag #MoschinoNY when you take a picture of your kicks!” 

The 3,703-square-foot store just opened this week and has yet to experience a lot of foot traffic (I was the only person in there when I visited). Yet, as another saleswoman told me, nearly everyone that has come in has taken pictures with the sculptures.

Any business is good business.

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