By  on May 3, 2007

NEW YORK — Alice Roi is opening a pop-up store today in SoHo that will operate through Sunday and might be a prelude to a permanent shop in Manhattan.

"I'm trying to test the retail waters and get my feet wet," the designer said. "If the [response] is great, I'll begin looking for a location. SoHo would be a great place for me because the traffic there is very diverse."

The pop-up shop at 76 Greene Street is a few blocks from Uniqlo's Broadway location, where a capsule collection designed by Roi was unveiled on April 27. Roi's mini collection is part of Uniqlo's spring Designer Invitation Project. "The response has been really great," she said.

Roi loves feminine details. Her designs, which have a bit of an edge, are featured in fashion magazines and Roi's runway shows are generally a sought-after ticket. But the designer's retail distribution in Manhattan — her collection is sold in only two stores, TG170 and Steven Alan — is not proportional with her profile. "There needs to be more of a presence here in my hometown, after all," she said.

Roi's spring-summer collection is being featured at the pop-up store. The selection includes double-belted form-fitting dresses in jersey, white pointy-collared shirts with roll sleeves, tan silk voile spring dresses with an embroidered floral motif, Italian-made handbags and Robert Clegerie shoes. Price points range from $120 for shirts to $300 for dresses.

Roi, who has been making handbags shoes, hats and jewelry for her runway shows, said she never "officially launched any brand extensions." If the categories do well in the temporary store, she said she'll expand into those areas.

A set designer is giving the temporary space a custom look based on the concept of a theme park. "Everything is in white, so it's very sculptural and interesting," Roi said. "There's an installation with tracks that looks like a roller coaster."

Roi also arranged for Max Factor to do free makeovers at the pop-up shop, and Factor is providing consumers with a gift with any Alice Roi purchase.

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