“We wanted to do something futuristic in a way, like almost feeling that you could be walking through a store in Hong Kong or Toyko rather than the West Village,” said chairman of the board Mikael Schiller of the new Horatio Street location.
Appropriately, the space was designed by architect Sophie Hicks, who also designed the brand’s Korean flagship in Seoul, opened earlier this year. The result, on view Tuesday night for a celebratory cocktail preceding a private dinner at Schiller’s home, was austere chic, composed as it was of floor to ceiling lightboxes, polished concrete floors and stainless steel accents. It was a far cry from the Greene Street location’s retro look.
“The store in SoHo is doing really well,” said Schiller of the brand’s decision to branch out to a second New York location, “In a great way it’s really popular but I hate shopping when there are too many people.”
Acne Studios’ die-hards who came out to the party didn’t mind navigating the evening’s crowd. Lake Bell, Scott Campbell and Malin Akerman all swung by to check out the space before moving on to Schiller’s apartment.
Hanne Gaby Odiele and Jacquelyn Jablonski were just a couple of the models in attendance, sporting a mixture of Acne — the veritable model off-duty uniform.
“The clothes are simple but they have a unique twist,” said Jablonski. “No one makes clothes quite like them. Their style is very now,” Odiele echoed.
Schiller remained mum on the brand’s next retail move, choosing to focus on the recent growth in categories. This year they’ve launched eyewear and small leather goods, and will launch bags online and in-store this week.
He explained, “Our main focus since the beginning has been the product. We feel that having and developing new good product is the most important thing.”