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Socially-aware luxe brand Maiyet opens the doors to their new Soho store today. On selecting a location for their standalone debut, the brand's founders told WWD that after searching uptown and downtown they settled on cobblestoned Crosby Street for its old school New York feel. They also liked that it was a little off the beaten path and in close proximity to Opening Ceremony.
The store's interior was designed by a French firm that has worked with Céline, Isabel Marant and Yves Saint Laurent. The look is "bohemian minimalist," with greenery and warm leather accenting the airy, white space. Distressed mirrors and cashmere-covered walls complete the gold trimmed dressing rooms. Patagonia this is not.
The brand only launched in spring 2012, so opening a freestanding store is admittedly bold. One of the reasons behind the move was to set a blueprint for future shop-in-shops, particularly concerning department stores in Asia and Europe. By developing the retail vision for the brand, they hope to gain placement in prestigious stores worldwide.
Additionally, the store will act as a place to hold events. "We will have wine and food events and music and talks and engagement with our artisans. We're using the store to pioneer a new way of thinking about luxury," said the company's CEO.
· Maiyet Goes Clean and Chic With Soho Store [WWD]
· Big Changes on Crosby Street: F.S.C. Barber and Maiyet [Racked NY]