NEW YORK — Miu Miu is back in business in SoHo.
After a monthlong renovation, the label reopened at 100 Prince Street here on Monday, unveiling the Prada division’s new concept — an inviting space swathed in warm golden hues. Designed by architect Roberto Baciocchi, who has also created the interiors for Miu Miu stores in Milan, Paris, Hong Kong, Florence and London, the SoHo space features details that reflect the collection, from walls and ceilings covered in gold silk brocade to perforated steel and cast iron fixtures. Elements of the interior can be changed easily and are expected to evolve over time to reflect the evolution of the label. The look is inspired by Lapérouse, the Paris restaurant where Miu Miu held its fall-winter 2006-07 runway show. The SoHo store, at about 2,000 square feet, carries the fall women’s collection as well as women’s handbags and shoes.
Miu Miu first opened the store in April 1996 with a minimal interior, including industrial fixtures and a red wall.
Prada has stepped up its efforts for Miu Miu, and has been carving out a separate identity for it in recent seasons. In the U.S., the renewed brand-building efforts will reach a crescendo this fall, when a 7,000-square-foot unit opens at 11 East 57th Street, which now houses Jil Sander, and at 317 North Rodeo Drive in Beverly Hills, the former home of Lalique. Both are expected to feature the new gilded store concept, which was launched in Milan, Paris and London last fall.