Reed Krakoff Does It Again

Inside the new Reed Krakoff SoHo store

Inside the new Reed Krakoff SoHo store

On Wednesday night, Reed Krakoff kicked off New York Fashion Week with a cocktail party at his brand-new SoHo shop. Here, the artist and fashion designer reveals his inspirations. Take a tour.

What was the inspiration for this store’s design?
This is a play on polished versus raw—the sophisticated finishes that we’ve used previously contrasted against industrial and exposed design elements.

How does the SoHo shop differ from the Madison Avenue flagship?
The new store is an evolution of our existing aesthetic and incorporates new materials and elements such as exposed plywood, white-washed marble, artist canvas, and strong use of color—especially cobalt blue. We wanted to make sure to honor the cultural and vibrant history of SoHo, while still incorporating the signature elements of the brand.

How did you choose the collaborators for this project?
Steven Sebring is one of my closest friends and a very frequent collaborator. His 360-degree photography is one of the most modern and innovative directions of showcasing the collection that I’ve ever seen. I’ve always admired the Bouroullec Brothers and especially their work with the felt. And Nick Allman’s seemingly studied but visually raw installation works perfectly in the space.

What is your favorite part of the store?
The chair installation will always be special for me. It’s become as signature to the brand as grey felt and cobalt blue.

The wall of accessories is definite Insta-friendly. Was social media taken into consideration?
Lets just say it wasn’t our goal, but it’s proven to be a very welcome added bonus!