Versace opens new SoHo boutique

Versace opens its first downtown boutique in SoHo (160 Mercer Street) today, the new store concept, conceived was by Donatella Versace and renowed English architect Jamie Fobert.

The Versace SoHo boutique begins with a long hallway with 6 brass and white revolving panels on one side serving as a catwalk experience for guests entering the store. Manipulated into several orientations, these alcoves serve as a playful area to display store merchandise.

Reminiscent of the luxurious details found in historic Gianni Versace boutiques, the new store design incorporates an opulent mosaic floor modeled after Roman Basilicas built in 800 A.D. Floating above the mosaic floor are curved plexiglass panels adding a futuristic element to the boutique. Curved walls continue throughout displaying merchandise in a modern, sensual way.

According the press release, the SoHo boutique also serves as a laboratory for regular collaborations between Donatella Versace and curators offering limited-edition items that represent their personal vision or interpretation of the Versace brand. The first curator will be Christopher Kane. The collection includes a wide range of products from t-shirts featuring archive Versace images to golden earbuds emblazened with the Medusa, to a board game titled “Medusa & Greca.” The new boutique will offer Versace Women’s & Men’s RTW and Accessories alongside the rotating curated collections.

Looks pretty amazing, can’t wait to check out the new boutique and collections.