Exterior image of new Proenza Schouler flagship store at 153 Mercer Street. Image of a white building exterior with a red dress hanging in the front window.
Exterior image of new Proenza Schouler flagship store at 153 Mercer Street. Image of a white building exterior with a red dress hanging in the front window.
Interior of new Proenza Schouler flagship store at 153 Mercer Street. Image of large resin cube containing a dressing room with a black jacket hanging on a rail.
Interior of new Proenza Schouler flagship store at 153 Mercer Street. Image of large resin cube containing a dressing room with a black jacket hanging on a rail.

Paying tribute to the legacy of SoHo, our new flagship store is inspired by neighboring gallery spaces in New York. A space constantly in motion, the immersive environment strikes a balance between retail and creative discovery.

Horizontal image of blueprints of the 153 flagship store for Proenza Schouler in SoHo
Horizontal image of blueprints of the 153 flagship store for Proenza Schouler in SoHo

The design takes its cue from the fine art world, inviting visitors to explore the brands collections with an emphasis on discovery.

digital rendering of the outside of 153 Mercer Proenza Schouler flagship store in Soho
digital rendering of the outside of 153 Mercer Proenza Schouler flagship store in Soho
digital rendering of the inside of 153 Mercer Proenza Schouler flagship store in Soho
digital rendering of the inside of 153 Mercer Proenza Schouler flagship store in Soho

Depicted here, digital renderings of the space and the customer experience.

Interior image of new Proenza Schouler flagship store at 153 Mercer Street in New York. Image of large resin cubes in a concrete floored space.
Interior image of new Proenza Schouler flagship store at 153 Mercer Street in New York. Image of large resin cubes in a concrete floored space.

The signature resin cubes are roughly 10x8x10.5ft tall and were cast on site in about 24 hours – no small feat.

Replacing traditional retail fixtures, four cubes are grounded through the center of the room functioning as an installation space for seasonal collections. Hand poured resin surfaces and glossy concrete floors are juxtaposed with cherrywood and plush carpeting. These material themes combine to form a space that is distinctive to the brand; marrying art, architecture and fashion.

Interior image of new Proenza Schouler flagship store at 153 Mercer Street in New York. Large resin cubes filled with clothing and handbags dominate a white room with concrete floors.
Interior image of new Proenza Schouler flagship store at 153 Mercer Street in New York. Large resin cubes filled with clothing and handbags dominate a white room with concrete floors.
Interior of new Proenza Schouler flagship store at 153 Mercer Street. Image of large resin cubes with railings installed to display dark red leather dress, black blazer, and cream leather top
Interior of new Proenza Schouler flagship store at 153 Mercer Street. Image of large resin cubes with railings installed to display dark red leather dress, black blazer, and cream leather top
Interior of new Proenza Schouler flagship store at 153 Mercer Street. Image of large resin cubes with railings installed, displaying a white and light blue dress
Interior of new Proenza Schouler flagship store at 153 Mercer Street. Image of large resin cubes with railings installed, displaying a white and light blue dress