To say there’s been pressure on Pookie and Louisa Burch to open their first Trademark store would be an understatement. It goes with the territory when your father is Chris Burch and your stepmother is Tory Burch. A preview of the store, opening today at 95 Grand Street in New York, showed the apple doesn’t fall far from the tree. Even with HVAC and construction crews putting the final touches on the 2,500-square-foot space in SoHo, it was obvious the store bears the distinctive design and savvy merchandising that have become Burch signatures, whether at C. Wonder or Tory.
Working with the Swedish design firm Bozarthfornell, Pookie and Louisa created an aesthetic that reflects the label’s sporty, American ethos, to which color is key. The centerpiece of the two-story space with a mezzanine is a curving, cream-colored plaster staircase.
“The staircase was very exciting,” said Pookie. “We wanted it to feel very fluid from top to bottom, and we wanted this round, curved soft edge. But I would say the learning experience is that, when you choose a store that has a staircase, it’s a whole occasion with codes and legal issues.”
The floor is blue-tinted poured concrete with brass accents, and, throughout, bird’s-eye maple lines the walls and accordion-style dressing-room doors. Scrimshaw baskets from Nantucket and abstract paintings done by the Burches’ grandfather, Chick Cole, give the space a personal touch.
The Trademark store opens with the label’s fall collection — clothes, shoes, bags, jewelry, men’s wear — the first available through a brick-and-mortar operation. When the brand launched roughly a year ago, the Burches sold through their own e-commerce platform.
“Having that launch first was really helpful because we learned about who our customer is,” said Pookie, with Louisa adding: “We have a lot of repeat customers and an older customer, too. We didn’t know how [that group] would react.”
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