Inside Soho's New Surface to Air: Dramatic Lighting, Dramatic Booties

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• Kid Cudi in his Surface to Air jacket.
• Note the adorably man-repelling platform Wallabees.
• These heels were designed by Leigh Lezark.
• Women's shoes. There's a sort of hiking-boots/Reeboks/creepers thing happening here.
• Fuzzy sweaters for ladies.
• The moody men's section.
• Men's footwear on the guys' side of the platform.

Mercer Street officially became the best strip in Soho for hipster spotting last week when Surface to Air opened just down the block from Alexander Wang. The first American flagship for the French brand has an edgy, androgynous, Wangish sort of appeal. But it forgoes Wang's luxe touches—no fox fur hammock here—for an artier, starker sort of cool.

The creatives behind Surface to Air designed the space while they were putting together their fall line, so the clothing complements the store. The men's and women's collections each run up one side of the long space, both of them lit from above with warm spotlights. In the middle, a geometric platform showcases shoes and bags, including a pair of curvy heels designed with help from It Girl Leigh Lezark. She's not the only celebrity involved with the label: Kid Cudi worked with them on a leather jacket, which you'll find on a mannequin up front.
· So, Can You Sit in Alexander Wang's Fox Fur Hammock? [Racked NY]
· The Multitasking Parisians Behind Surface to Air Are Coming to NYC [Racked NY]
· The Top Ten New Stores and Pop-Up Shops of Fashion's Night Out [Racked NY]