A Journey of Discovery

THERE’S A NEW LEVEL of excitement in New York these days. From the fashionable Upper East Side and the trendy streets of SoHo to the historic canyons of the Financial District, retailers are taking customers on transformative journeys to new places and new experiences.

Crossing the threshold of the new Lalique (Paris) flagship, appropriately named “Maison D’Artiste,” in the Beaux Arts–style Chopard Mansion, takes customers on an excursion through the many facets of the Lalique experience. The townhouse, located at 21 East 63rd Street, features the brand’s iconic crystal creations, including new pieces and timeless classics housed on the first floor under an awe-inspiring atrium. The second floor welcomes visitors to a more intimate space featuring the Jewelry Salon, while the third floor art gallery features works of contemporary artists and designers such as James Turrell, Damien Hirst and Zaha Hadid.

A few blocks away on the celebrated corner of Madison Avenue and 57th Street, the new House of Dior flagship transports customers into the timeless elegance of a stylish Parisienne apartment. The focal point is an uninterrupted diorama along a centrally positioned staircase showcasing a color story of hats, accessories and perfume bottles. (Read more in “The French connection” blog on vmsd.com, published Aug. 27).

Thom Browne (New York) also added a touch of timeless charm to the Upper East Side with a new accessories boutique at Madison Avenue and 72nd Street. Designed by Asa Studio Albanese (Vicenza, Italy), the store features the label’s acclaimed handbags, eyewear, shoes and Browne’s iconic animal-shaped bags, including the original Hector bag, first released in 2016. Gray travertine surface treatments on the walls and floor reflect the designer’s aesthetic sensibilities.

above: Dior’s latest New York flagship houses a customer journey fueled by visual merchandising inspiration, from attention-grabbing displays to intriguing product arrangements.

Taking the 6 train to SoHo to visit the renovated Longchamp store is well worth the subway fare. This two-story environment on the corner of Spring and Greene Streets provides a tactile and emotional experience way beyond the capabilities of pick-and-click. In a fully branded environment, the store blends art and high-end product offerings in a dynamic setting that includes its proprietary undulating green staircase and vibrant green rugs cascading from the ceiling onto carpeted pads on natural wood floors. (Read more in VMSD’s September/October 2025 issue).

Another addition to SoHo’s roster of new retail experiences is the Bao Bao Issey Miyake boutique at 126 Prince Street. Designed by Japanese studio Moment, the label’s first U.S. flagship was inspired by the traditional Japanese “irori” or sunken hearth, a traditional concept used in Japanese homes. Plaster walls and a centrally positioned hammered aluminum table define a minimalist aesthetic that reflects Bao Bao’s designs.

Catching the 5 train to Wall Street completes the journey to New York’s recent must-see stores. Printemps at 1 Wall Street is the creme de la creme with its new 55,000-square-foot flagship in a landmark art deco building. The space provides a curated blend of lifestyle merchandise, digital engagement, and historic New York architecture and art. It takes visitors on a journey to an opulent Parisian abode defined by the subtle elegance of French aesthetic sensibilities. (Read more in VMSD’s July/August 2025 issue).

While the name Printemps literally translates to “springtime,” it should be noted that retail excitement is in full bloom across NYC with transformative store experiences popping up everywhere.

PHOTO GALLERY (32 IMAGES)

PHOTOS: ERIC FEIGENBAUM, NEW YORK (LALIQUE, LONCHAMP, DIOR, ISSEY MIYAKE, LALIQUE)