Tory Burch has opened its new SoHo concept store, at 151 Mercer Street, according to a press release Thursday.
The new boutique will offer the Tory Burch collection, including Home, the new 151 Mercer handbags, and a series of limited-edition Lee Radziwill Double Bags, exclusive to this location.
“I could not be more excited about our Mercer Street store. It is an evolution of our retail aesthetic, and I have loved the creative process, combining a modern space with signature decorative elements and details that are personal to me,” Tory Burch, executive chairman, and chief creative officer, said in the release. “The downtown location feels like a homecoming, just a five-minute walk from where we opened our first boutique on Elizabeth Street.”
Created in partnership with Curiosity architect Gwenaël Nicolas, the boutique “balances Tory Burch’s distinctive aesthetic with a modern point of view. A conversation between old and new, minimal and maximal, architectural and decorative.”
Work by women artists and local artisans is featured throughout 151 Mercer. Francesca DiMattio was commissioned to create a chandelier suspended in the second-floor shoe salon, as well as hand-painted rails.
A hand-hammered metalwork Tree of Life motif lines the underside of the staircase. “Tory has always been fascinated by its symbolism of renewal, eternity and growth, as seen in diverse cultures dating back 4,500 years,” according to the release.
The second floor features footwear and the Home collection. The shoe salon is built in a circular room; the ceramic chandelier hangs above a divan de milieu that has been redone in vintage patchwork quilts found in antique markets. Beyond, pieces from the Home collection are shown in a cabinet inspired by a vintage armoire in Tory’s home.
The third floor is dedicated to ready-to-wear and is reminiscent of a living room with a geometric layout, pink rag rug, floral chintz sofa, and bold ceiling pattern.
To celebrate the launch, the brand is introducing the 151 Mercer handbag interpreted in two shapes — a classic crescent and a deconstructed shoulder bag, available in leather, suede, and snakeskin. Exclusive to this location, a limited-edition series of Lee Radziwill Double bags can be personalized with a monogram and date. Each bag will be numbered as there are only 25 of each style; there are three color combinations and two sizes.
Tory Burch SoHo is open Monday through Saturday from 11 a.m. to 7 p.m. and on Sunday from 12 p.m. to 6 p.m.
