View Slideshow

The Santa Monica-based jewelry brand Hoorsenbuhs, whose clients include Katie Holmes and Jay Z’s wife Beyoncé, has chosen SoHo to open its first store. The space, which was exclusively the New York outpost of artist Damien Hirst’s Other Criteria shop selling everything from T-shirts to reproduction art pieces, has been converted into the world of Hoorsenbuhs. The brand, most known for its tri-link chain motif and Phantom rings, will also be expanding into lifestyle by offering Windbreakers, puffers, sweaters, jeans, home goods and leather goods.

Designer Robert Keith was quick to point out that the space was full of collaborations. Hanging along the western wall of the shop was a Wes Lang edgy, graffiti-style tableau. The opposite side was an entire wall of a multimedia piece made by skater-slash-artist Steve Olson. Tucked next to that wall is a space ready to go for a Damien Hirst piece that, according to Keith, “is stuck in customs with Fish and Wildlife Service.” In fact, the basement level will still house a Hirst gallery.

But the pièce de résistance of the store is a massive brass vault that houses a jewelry-viewing table that Keith designed himself, down to the hexagonal rivets. He then had them made by metal artisans. A center table and chairs based on the Phantom ring design sit under a tubular chandelier, all designed in brass.

A singular massive glass case sits center room of the store suspended by a thick signature chain. It displays the classic pieces of the brand along with some created especially for the space. A new “staple” motif ring set in white, yellow and rose gold in both 18-karat and 22-karat gold — a favorite of Keith’s due to its softer hand and “beat up” look. A new Molten Series takes existing Phantom-style rings and melts them into abstract one-of-a-kind pieces made just in time for the store as well. The store also houses the limited-edition Cathedral collection Robert designed with Hirst that features the pill ring and “pill rosary” necklace. The designer let it slip that he is working on a watch with the artist.

The store makes another new intro for the brand, a lifestyle category with a move toward becoming a “full fashion brand,” according to the duo. Brand ambassador Kether Parker was quick to point out the space is “just the right place to express the new offerings.” Parker gathered a team of designers to help create a unisex (though skewing masculine) line of clothes, accessories and home goods for the brand. Prices range from $150 for a simple white T-shirt to $2,250 for a leather weekender bag. The signature tri-link design serves as a branding element on basic T-shirts, tanks, jeans as well as hardware and sweaters, where it is becomes intarsia link patterns. Home goods thus far include a theater blanket while leather goods include a few duffel and tote bags and sneakers done in collaboration with fellow Californians Buscemi. As Parker puts it, “We’ve done it for years for ourselves but this is first time we are offering to customers. This is just the beginning.”