The London designer chose a 2,220-square-foot space on Wooster Street in SoHo located in between Céline and Moschino.
“I will be designing the store with my father,” Rocha added. “The store will reflect the Simone Rocha aesthetic, similar to what has been explored in the flagship Mount Street store.”
Rocha worked closely with her father, the designer John Rocha, on her first store located on Mount Street in London. She said he has always had a gift for how to make a space — even a small one — look big and inviting.
The Mount Street store features furnishings such as an oversize, framed Parisian mirror from 1900 that leans against the wall near the ground-floor dressing room, and a Francis Bacon triptych downstairs, which her family bought over a decade ago. The store also contains curved marble cushion seats designed by John Rocha and made in Ireland. The retail space is dotted with Rocha’s own vintage market finds, such as the two white Joe Colombo chairs from the Sixties downstairs, which she found in Saint-Jean Cap Ferrat. In addition, the ground-floor window features installations that reflect the designer’s mood and details of her collections that changes with each season. Rocha has also filled her Mount Street shop with collaborations and work by other artists and designers.
Rocha is the latest European designer to land in SoHo. Last month, Rick Owens opened a store in the neighborhood, taking up space at 30 Howard Street on the corner of Crosby Street.