Reformation’s New NYC Flagship Mixes Vintage and High-Tech Elements

Reformation SoHo NYC

Sustainable womenswear brand Reformation has relocated and redesigned its NYC flagship store into a high-tech fashion destination.

Now located at 62 Greene St. in NYC’s SoHo neighborhood, the store occupies a historic building that informed the new design, which was developed in consultation with Paris-based Festen Architecture. The goal was to blend cohesively with the neighborhood and honor the building’s roots, for example by preserving the original columns inside the store, while adding elements that speak to the brand’s earthy sensibility, such as rose-hued flagstone flooring.

The interiors are a mix of modern and vintage elements, staying true to the brand’s roots by giving high-end furniture pieces a second life, alongside contemporary artworks including a mural by Ashley Roberts (located in the largest of the store’s 12 dressing rooms), ceramics by Sijeo Kim, lighting by Garance Vallee and artisanal area rugs by Les Edition de Tapis.

Customers have the opportunity to enjoy these design elements, and the products showcased, thanks to the brand’s tech-driven retail concept, in which only one of each item is actually displayed on the show floor. Customers then use touchscreens placed throughout the store to “stock” their dressing room, with the selected products brought directly to the fitting room. Additional touchscreens are located in each dressing room so customers can ask for new sizes or styles as they try items on, and “magic wardrobes” in each dressing room with two-way doors enable associates to deliver new items easily and discreetly.

True to the brand’s sustainability roots, customers can also recycle their pre-loved Reformation goods at the SoHo flagship through the RefRecycling program.