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Proenza Schouler's Lazaro Hernandez told WWD back in December that the brand's next location would most likely be in Soho, and even specifically mentioned that Greene Street was a likely possibility. Scaffolding on the street confirms it, and the brand lists the address on their Facebook as 121 Greene Street.
Sound familiar? That's because Warby Parker currently occupies that space. However, it looks like they're just sharing an address, since the Proenza construction on the left hasn't inched near Warby territory. A rep for the brand assures us that the two will be neighbors.
On the whole, Greene makes perfect sense for Proenza, especially with the recent influx of luxury retailers that includes Saint Laurent, Chloé, the newly revamped Louis Vuitton, and Tiffany & Co., among others.
One thing also worth noting is that the current occupant of 131 Greene Street, which just so happens to be BaubleBar, is gearing up to vacate in a week. Previously, the space was home to the Vanessa Bruno pop up—maybe the address will finally make a commitment to a permanent tenant.
· Surprise! Proenza Schouler's Second Store Will Be in Soho [Racked NY]
· Tour Warby Parker's Amazing New Greene Street Flagship [Racked NY]
· Proenza Schouler's Madison Avenue Store Opens Tomorrow [Racked NY]