First Look: LoveShackFancy opens experiential NYC flagship
LoveShackFancy continues to expand its retail footprint.
The lifestyle and fashion brand, known for its ultra-feminine, vintage-inspired aesthetic, has opened its most immersive store to date, a 2,300-sq.-ft. flagship in Manhattan’s SoHo neighborhood. It’s LoveShack Fancy’s 24th location and follows recent openings at Plaza del Lago in Wilmette, Ill., and The Woodlands in Woodlands, Texas.
The SoHo outpost is the first location that that completely houses the brand’s full product assortment which includes apparel, beauty and fragrance, home goods, activewear, kids, exclusive bespoke items and a curated vintage capsule. The flagship also features the brand’s first-ever “showroom” dedicated to its home collection, allowing visitors to view and shop every piece from tabletop to bedding to bath, glassware and beyond. It also boasts LoveShackFancy's first dedicated beauty bar, where shoppers can try out products.
In another brand first, the flagship will implement Google Shopping’s new technology which allows customers to virtually try on pieces before they buy.
Store Design
Inspired by founder and creative director, Rebecca Hessel Cohen’s personal closet, the store reflects the brand’s whimsical dreamworld with mixed tones of pink, a variety of textures and finishes such as antique mirrored tiles, pink marble, drapery, custom fixtures with bow accents that tie back to the brand’s DNA, and more
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Image courtesy of LoveShackFancy. -
Image courtesy of LoveShackFancy. -
Image courtesy of LoveShackFancy. -
Image courtesy of LoveShackFancy. -
Image courtesy of LoveShackFancy.
LoveShackFancy SoHo was designed in partnership with Rigos Projects, an Amsterdam/Barcelona-based creative interior architectural agency founded by Nicholas Rigos, whom the brand has worked closely with for six years. The store was given the full LoveShackFancy makeover with pink hues, florals and vintage-inspired décor.
The design also preserved the location’s signature elements such as its partitions, columns, tin ceiling and antique front door. The exterior, while remaining true to SoHo’s historic neighborhood, also taps into the brand’s whimsy with a custom flag on the facade.
In other features, the fitting rooms, framed with a bow at the entrance, have a luxury tent-like atmosphere. Pivoting LED lights provide optimum lighting for try-ons. Inspired by founder and creative director, Rebecca Hessel Cohen’s personal closet, the store reflects the brand’s whimsical dreamworld with mixed tones of pink, a variety of textures and finishes like antique mirrored tiles, pink marble, custom fixtures with bow accents that tie back to the brand’s DNA and more.
“This new store is way more than just a store,” said Rebecca Hessel Cohen, founder and creative director of LoveShackFancy. “It’s an all-encompassing, immersive, and experiential world of LoveShackFancy. For the very first time, we'll have a full showroom for our home collection which I’m so excited for, a beauty bar to try out all of our amazing beauty products, and so much more. This store truly elevates our customer experience like never before and I can’t wait for you all to see it.”
