London womenswear designer Simone Rocha has opened her first US store in SoHo, New York.
The 2,400 sq ft space is a former art gallery in the luxury retail neighbourhood of Wooster Street and sits adjacent to boutiques from Thakoon, Celine and parfumier Byredo.
The interior is an ethereal and romantic rosy white, embellished with matt white chandeliers by artist Pae White. The soft fairytale feel of the space is enhanced by transparent Perspex display plinths and hanging cubicles on which the designer’s accessories seem to float above the floor. Most of the furniture is designed by Rocha’s father and fellow designer John, and is mixed in with cream leather mid-century pieces.
The cash desk of the store is carved out of a slab of pink onyx and added textural interest comes from a cage structure from which garments can be hung.