by Christina Parrella , 02/05/2013 [Updated 01/05/2016]
Moschino. Photo: Visko Hatfield
- more in shopping/
Love for Luxe
High-end boutiques in SoHo aren't exactly hard to come by–within a few short blocks you'll find Chanel, Louis Vuitton, Prada, Moncler, Coach, Marc Jacobs and A.P.C. Since the '90s, many of the world's major fashion houses have made the industrial streets of SoHo their home, but the neighborhood welcomes up-and-comers, too. Witness the relatively recent openings of stores by Rag & Bone, 3.1 Philip Lim and Alexander Wang.
Oftentimes the stores' environments are as intriguing as the items for sale. The Alexander Wang boutique complements its white marble interior, fox-fur hammock and black leather couches with a metal cage that houses changing installations. Weaving through the Prada flagship is a cascading wooden wavelike structure, designed by architect Rem Koolhaas, decorated with faceless mannequins draped in Prada's finest.
The Balenciaga flagship, which emulates a grand Venetian museum, is lined with 5,400 square feet of Verde Rameggiato marble installed by contractors flown in from Italy. Skylights, illuminated display cases and neatly arranged racks display the label’s embroidered pieces, elegant knits and minimalist silhouettes.
Italian luxury brand Moschino, which has experienced a revival under its creative director Jeremy Scott, brings its bright and playful aesthetic to its new SoHo flagship. The store is designed to encapsulate the colorful and over-the-top vibe of the brand with larger-than-life props, including giant handbags and shoes, all in the name of fun. Another high-end Italian retailer Versus Versace, set up shop in SoHo to sell its more affordable line of edgy black clothing.