Acne Studios this week opens its fifth U.S. store and second in California on Geary Street in San Francisco. The 967-square-foot store is a former ice warehouse that has been rebuilt in red brick with architectural elements painted the same shade of red as the Golden Gate Bridge.
“I wanted this store to have a special mood both for the location and for San Francisco itself. It is a large and beautiful space, and we have therefore kept the fixtures to a minimum,” said Acne Studios cofounder and creative director Jonny Johansson.
The store has a raw industrial feeling, with ceiling-high windows, a poured concrete floor and perimeter walls clad in polycarbonate sheets colored in milky off-white. The sheets stretch floor-to-ceiling and clip together to create the sense of a space within the space.
A long aluminium wall stretches across the entrance, with a single aluminium display rail and a bespoke bench in front of it. Behind this wall, the aluminium fittings, shelves and tables give ample room to stand on their own. The lighting, which hangs from the ceiling in a uniform grid pattern, was specially designed for the store.
“We don’t subscribe to the idea of every store looking the same,” said Acne Studios executive chairman and cofounder Mikael Schiller. “Each one is unique to its city.” In terms of Acne Studios retail growth in the U.S., Schiller said he likens cities and their customers more so by mood and shopping habits than by geographical location. “I see Tokyo, New York and London as more similar than the stores in California,” he said. The brand’s next location is a store in West Hollywood on Melrose Avenue, slated to open later this year.
In terms of the product offering, Acne Studios creates several collections within each collection that cover a range of styles and price points. “This allows Jonny to be more creative, without diluting the brand with offshoots or a second line,” said Schiller. “The traditional ways don’t necessarily work anymore, so we are always open to new ideas.”
Friends at Spotify helped throw last night’s opening party with performances by LANY, Jacob Banks and DJ Pippa Brooks. Guests included Lauren Goodman, Barry McGee and Clare Rojas, Jessica Silverman and Sarah Thornton, Mary Gonsalves Kinney, Stevie Howell, Jay Jeffers and Michael Purdy, Mark Pincus (Zynga cofounder), Hosain Rahman (Jawbone ceo), Ben Silbermann (Pinterest cofounder and ceo), Julia Hartz (Eventbrite cofounder and ceo), Ruzwana Bashir (Peek.com founder and ceo), Drew Houston (Dropbox founder and ceo), Caroline Ghosn (Levo ceo), Natalia Brzezinski (Brilliant Minds, Symposium Stockholm ceo), Mo Clancy, Casey McDevitt, Sarah Wendell, Marissa Thieriot, Jessica Moment, Charlie Spalding (Gagosian Gallery San Francisco) and Emilie Sutherland Spalding, Sayre Ziskin, Caroline Rooney, Catherine Littlefield Drybrough, Dorka Keehn, Andrea Zola, John Swiatek and Johannes Svartholm. Following the event, guests continued the celebration at Mission Chinese with a family-style dinner and after party.