Acne Studios Doubles Its Space on SoHo’s Greene Street – WWD

NEWYORK – Acne Studios will open an expansive 7,000-square-foot store at 33 Greene Street in SoHo on Friday – the largest store in their fleet.

Acne has been in that location for the past 10 years and occupies an additional 3,500-square-foot space next door that is already occupied by a furniture store. By combining thim two units into a single space, the Stockholm-based brand seeks to tell the complete story Acne Studios stories and showcases her collections for women, men, shoes and accessories.

“We love doing it all together. People pass by the store a lot. Mattias Magnusson, the company’s chief executive officer, who flew to New York from Stockholm to open the store.

The store carries beauty from women’s and men’s collections, shoes and accessories, including the brand’s iconic Musubi bag.

“When we created a store, it was really important for us to work with the city and the actual space. That’s why I’m so proud of the way they’ve taken care of the building while infusing our DNA into it,” he said.

The SoHo store was designed by Barcelona-based studio Arquitectura-G with the direction of Acne Studios creative director Jonny Johansson. Play store with different opacity and angles, and explore sharp shapes. The store features man-made landscapes with frosted glass panels, as well as custom wall-to-wall wool rugs from Swedish carpet and flooring company Kashall, a regular partner of Acne Studios. The lighting is from French designer Benoit Lalloz, a longtime collaborator, bringing back the former industrial character of the New York neighborhood.

In contrast to sharply angled surfaces, the floor acts as a soft, glass-colored coating. This particular color (light mint) pervades all the elements of the store, creating a uniform atmosphere. There are six changing rooms in the entire store.

Overall, women make up about 60% of Acne’s business and men’s clothing 40%, a proportion reflected in the SoHo store. Acne has two other stores in New York, one in the West Village and one on Madison Avenue. There are seven stores in the US and 60 globally. In New York, the company wholesales its collections at Nordstrom and Saks Fifth Avenue.

“During the pandemic, a lot of projects were suspended, but this one we wanted to continue,” says Magnusson, explaining that they set up shop two to three years ago, but started construction six months ago. BILLIONthe Greene Street unit was once “the best-run store in the world, but it’s so crowded you can’t give people a real experience,” he said. “If you are going to be in retail today, you have to give people the full experience.”

And what constitutes the full experience?

“Architecturally, it was very interesting and we were able to display the collections correctly,” he said. The client can work “with the client’s associates who are very knowledgeable about the brand.” He also plans to host events in space.

Magnusson predicts that certain handbags will be the best sellers, and now the store offers space to display them. The mini Musubi handbag, which fills a wall in a variety of colors, retails for $1,050, and the micro Musubi, launched last year, retails for $690. The Musubi handbag is made in Italy from smooth leather and features knots on the side to reflect the obi belt on the traditional Japanese kimono.

For now, the store has fall and spring products, but more spring merchandise will arrive next week, he said. The collections are made in Italy and Portugal.

A feature of the store is the opportunity to personalize a winter scarf, which can be made in three to four days. There are six scarves, five colored threads and all different letters and motifs.

When asked about the business overall, Magnusson said: “The business is very good. American business is on fire.” He notes that 70% of Acne’s business is through direct-to-consumer channels (of which 20% is through the website) and 30% is through wholesale partners. Magnusson says the company is going strong in double-digit numbers, and it’s looking to continue that trajectory next year.

Among some of the women’s sportswear available in the store are knitwear, including chunky plushs, multicolor cardigans and plus-size turtlenecks, which retail from $250 to $1,000 and coats, including shearling coats and jackets, range in price from $700 to $2,000. Also on display are printed dresses, blouses, suede jeans, plus beanie hats, gloves, sneakers, t-shirts, headbands and printed scarves on the low table.

Strolling through the menswear line at the entrance, he predicts that outerwear will likely be among the best sellers as well as sweatshirts that “always work well.” The store offers comfortable tailoring with exquisite fabric workwear staples.

An exclusive at the store is an oversized silk scarf depicting Stockholm, New York, and an airplane, noting that the two cities are 3,924 miles apart.

The store also sells Acne Paper, their magazine (which looks like a book on a coffee table) that explores creativity and culture. Magnusson notes that Acne Studios was founded in 1996 as a creative collective capable of cross-pollination in the fields of fashion, art and architecture. The magazine comes out once or twice a year, and its current edition, which is in its 16th edition, is 500 pages long and sells for $45.

“It’s a way to share what we’re inspired by,” says Magnusson.


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