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Nope, it's not at its namesake address. Instead, Derek Lam 10 Crosby, the designer's diffusion line, debuts its first-ever (and long-awaited), standalone store today at 115 Mercer Street, WWD reports.
"It's an important street in SoHo," Lam told the paper. "I used to live right on Mercer, [and] when I got our new puppy, I was constantly walking up and down and I realized it's where the locals were shopping."
Inside, you won't find the long "bowling-alley formations" typical for the neighborhood—in fact, Lam specifically tried to avoid it. "I told Bill (the store's designer) I wanted this concept of discovering. He created a lot of nooks and corners to highlight handbags and jewelry, so people really feel like they're not in this big, vast space."
Aside from the 10 Crosby line (the name is a shoutout to Lam's former headquarters at that address), the store also plans to carry exclusive collections from other labels. Below, a peek at the current setup:
· Derek Lam 10 Crosby Opens in SoHo [WWD]
· 10 Crosby Derek Lam Is Opening on Mercer Street This Fall [Racked NY]
· Now Open [Racked NY]