Reformation opens Soho flagship

Sustainable fashion brand Reformation has opened a new redesigned flagship in Soho. 

Located at 62 Greene St. New York, NY 10012, the Soho flagship debuts a new design direction for the brand, created in consultation with Paris-based Festen Architecture, that speaks to the brand’s earthy sensibility.

The historic building, located on Greene Street, was instrumental in defining the brand’s architectural approach to designing the space. The goal was to blend cohesively with the neighborhood and honor the building’s roots. 

Inside, shoppers will fine a mix of modern and vintage elements. In particular, the store gives high-end furniture pieces a second life, alongside contemporary artworks including a mural by Ashley Roberts, ceramics by Sijeo Kim, lighting by Garance Vallee, and artisanal area rugs by Les Edition de Tapis.

Like all Reformation stores, the materials used throughout the store were selected for their functionality and sustainability—featuring mainly wood, stone, and aluminum. The store will also offset 100% of its electricity usage with renewable energy.

Reformation’s one-of-a-kind, tech-driven retail concept, which brings the best of its online experience to its physical doors, is also present. The more customer-centric shopping experience offers touch screens throughout the store and in each dressing room so customers can order new sizes or styles as they try on, among other features. 

The Soho flagship marks the brand’s 39th store globally and 4th location in NYC. In December, Reformation opened of its first Canadian flagship location in Toronto, joining eight other Reformation stores that opened globally last year.