NEW YORK — Parasuco Jeans is gearing up to take on the Big Apple.

The Montreal-based company has chosen a building in SoHo as the site of its newest flagship. Located on the corner of Spring and Lafayette Streets, the building was originally a bank and will give Parasuco’s architects high ceilings and approximately 10,000 square feet of space to work with during the transformation.

The store design will combine modern features, such as high-tech audio and video, with the building’s classic design. “The SoHo flagship will feature the company’s Greco-Roman aesthetic, integrating elements of the past with those of the future while preserving the historical integrity of the space,” said the company in a statement. The company intends to invest more than $10 million in the store, with ribbon-cutting ceremonies targeted for Thanksgiving.

Parasuco will be surrounded by good company, as many big name brands and retailers have opened stores in the SoHo area in recent years. In May, Adidas opened a two-story 30,000-square-foot flagship, its largest in the world, several blocks north on the corner of Broadway and Houston. Bloomingdale’s opened its SoHo location in November 2004.

This story first appeared in the June 30, 2005 issue of WWD. Subscribe Today.

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