The opening of 151 Mercer Street, in New York City’s iconic SoHo neighborhood, marks Tory Burch‘s love and commitment to the city and this district in particular, where she moved right after college and opened her first boutique – a few blocks away from this new one – in 2004. This new location is both a reflection of the evolution of retail and a celebration of the brand’s design codes and the history of the neighborhood. Spanning over three carefully elaborated floors, the boutique was created in partnership with Curiosity architect Gwenaël Nicolas. On the design side, it subtly balances Tory Burch’s distinctive aesthetic through a modern point of view. The place is a conversation between old and new, minimal and maximal, architectural and decorative, that creates a contrast representative of the brand’s signature.
Inside, you’ll find the Tory Burch collection, including home items, the new 151 Mercer handbags, and a series of limited-edition Lee Radziwill Double Bags exclusive to this location. For this limited series, each bag is numbered since there are only 25 of each style, featuring three color combinations and two sizes, and can be personalized with a monogram and date. The second floor features footwear and the Home collection, with some of the pieces shown in a cabinet inspired by a vintage armoire in Tory’s home. The third floor is entirely dedicated to ready-to-wear and is reminiscent of a living room with its geometric layout, pink rag rug, floral chintz sofa, and bold ceiling pattern.
As explained by Chief Executive Officer Pierre-Yves Rousse, the store will also be a collaborative effort to revive the neighborhood: “We believe in the strategic value of retail paired with our vibrant e-commerce channel. We want to continuously evolve our store experience and expand our omnichannel capabilities. We are excited for our customers to discover our storytelling and our beautiful products at Mercer Street. As a New York brand, we will be contributing to the local community through partnerships, events, and donations – we are committed to playing our part in our city’s resurgence after an incredibly tough year.“
Address: 151 Mercer Street, New York, NY, 10012