NEW YORK — Downtown acolytes of Proenza Schouler no longer have to trek uptown to the label’s Madison Avenue boutique for its exclusive inventory of runway designs. The design duo has opened a flagship in SoHo, their second freestanding retail unit, which also carries much of the show collection.
Located at 121 Greene Street, the 2,500-square-foot space is larger, lighter and sleeker than its uptown sibling, although both were conceived by Adjaye Associates and they share some design elements. “This is an evolution of our retail concept. It’s a little more elevated, it’s a little more fun,” said Lazaro Hernandez, one half of the Proenza Schouler team, during a walkthrough of the store prior to its opening this past weekend.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"