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Aritzia, the Canadian newbie in Soho, marked the opening of their temporary 3rd floor "Shop Before the Shop" space at 524 Broadway with a colorful array of new window signage downstairs, where they plan to open their big New York flagship this summer. The permanent space—two floors at the corner of Broadway and Spring recently vacated by The Gap—is now undergoing a total renovation. When it's done, shoppers will find a collection of sculptures, wallpaper, custom murals and mosaics inspired by a trippy satellite image of the Terkezi Oasis in Chad. That's a far cry from the basics and neutrals that used to call this corner home.
For the Aritzia interiors, the fashionable Canucks have enlisted artist Monika Wyndham, who did in-store murals and art installations for the company in Vancouver. For Soho, the creative team is drawing ideas from "Earth's most dramatic expressions like earthquakes, floods, volcanic eruptions" and playing with the essential duality of our planet, where beauty and destruction go hand in hand. That combo of danger and good looks is seen as a key characteristic of the Aritzia Girl: "She's confident, adventurous and independent. In the midst of chaos, she's collected and beautiful. She personifies grace under fire." We know that girl. She's the perfect one to balance out those crazy Kardashian kids down the block.
· The Canuks Are Coming: Aritzia's Temporary Store Opens Sunday [Racked NY]
· Aritzia's Shop Before the Shop [Aritzia]
· The Latest [Aritzia]