Jacquemus Touches Down in SoHo With a New Store

A three-piece band and passed champagne ushered in the opening of Jacquemus’ SoHo store on Friday, nestled into a two-floor townhouse at 143 Spring Street. As the festivities played out, curious crowds gathered, and fans awaited Simone Porte Jacquemus’ arrival with cameras ready and eyes peeled for the accomplished designer.

The new store is a warm, Mediterranean embrace of the house’s key codes. The cream-colored facade is complemented by a similarly soft interior, sporting shelves of books and objets d’art in the brand’s universe (think lemons, metallic sculptures, and fashion literature). Symbols of the house, which recently celebrated its 15th anniversary in June, were dotted across the two floors as guests, including Helena Christensen, Justin Theroux, Jenna Lyons, Luar’s Raul Lopez, and Chloe Wise, mingled and took in the scene.

A larger-than-life silver bag on wheels was reported on social media by watchful fans as it traversed the downtown streets earlier in the day, and ended its journey just outside the store for the opening. In a classic Jacquemus marketing move, the bag created a buzz around the launch and served as a cheeky photo op at the event.

Designed in collaboration with OMA Creative, the agency and Jacquemus considered the store’s flow and chemistry as integral to its build-out, visualizing a minimalist-meets-warm interior that integrates milky tones, sinewy angles, and curved shapes reminiscent of the brand's rond-carré signature. In a tactile layer of artistry, branded coffee table books were coupled with samples of their iconic mini bags and draped scarves (all shoppable during the event), while tableside knick-knacks and magazine features were elegantly displayed.

For Jacquemus himself, the store is meant to provide the intimacy of the home while extending the universe of the brand beyond Paris, and into an entrenched outpost in the heady New York luxury market. With this space, he invites consumers and passersby into Jacquemus, salty breezes, playful imagination, pastel tones, and all.