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Fashion Aug 30, 2022

Gucci Store in NYC

Italian luxury brand Gucci  NYC store on SoHo’s Wooster Street is an innovative retail destination. The store channels the neighbourhood’s artistic heritage and proposes original services and experiences.



The 10,000-square-foot store, located in a landmark-protected 155-year-old former pencil factory, features restored brickwork, wooden floors, a tin ceiling and industrial columns. The soft furnishings bring splashes of colour to the space with bold shades and Gucci prints. The floor subsequently features three vibrant artworks handpainted by Italian artists.

Gucci Wooster will house the brand’s men’s and women’s ready-to-wear lines, jewellery, accessories and homeware. All of this is displayed throughout the store on decoratively embellished furniture pieces, as well as in vintage pharmacy display cases and luggage carts.

An authentic experience

The space’s real appeal, however, is revealed as Gucci has doubled down on customer experience. The store will be the first to offer Gucci DIY. This is a customization tool allowing customers to personalize unisex luggage items as well as the iconic Ace sneaker with different colours and fabrics. Customers are subsequently able to use augmented reality technology so that they can preview their customized pieces in real time.

Elsewhere, a projection room kitted out with orange armchairs, Muzik headphones and innovative no-glasses 3D video screens seeks to give customers an immersive brand experience. The space will host a rotating series of artistic projects. It will start with a film directed by Wu Tsang and Adam Csoka Keller.

From music to media

Seeking to channel the neighbourhood’s artistic legacy, Gucci Wooster has also signed off on a number of other collaborative projects. John “Jellybean” Benitez, icon of the New York club scene in the 80’s, will be the retail destination’s resident DJ. Furthermore, Andy Warhol’s SoHo-based magazine Interview will be reprinting an iconic December 1985 edition. It will feature Madonna on the cover, in which a range of neighbourhood institutions – from restaurants to stores and museums – have been invited to appear, largely through adverts.

To celebrate the store’s opening, Gucci’s collaboration with “hip hop’s fashion godfather”, Harlem-based tailor Dapper Dan, will also be available at Gucci Wooster two months before its global release.

In an attempt to give these creative partnerships another dimension, a series of conversations with collaborators Jellybean, Dapper Dan and Wu Tsang is now also available as Gucci podcasts.

As the luxury industry continues to explore strategies that reemphasise exclusivity and high-end services, Gucci Wooster follows up on the opening of another of the brand’s idiosyncratic retail destinations, Gucci Garden, in a 681-year-old Florentine palazzo at the beginning of the year.

The SoHo store launched with a private party where Rihanna, A$AP Rocky, Jared Leto, Alexa Chung and Dapper Dan himself joined in.

Gucci Wooster is now open at 63 Wooster Street, New York.

What’s more, is the beautiful and timeless wooden floors that extend throughout the space. These gorgeous wood floors from Castrowood give the store an air of sophistication with a streamlined look that travels from one area to the next.


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