Jérôme Dreyfuss opens SoHo boutique in NYC

Known as the Parisian girl’s favorite bag, Jérôme Dreyfuss has brought his esthetic to the East coast by opening a new boutique in New York City’s SoHo area at 473 Broome Street between Greene and Wooster Streets.

See the new space as well as the spring collection, after the jump.

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In an effort to preserve the architectural framework of this crude old store, Dreyfuss retained as much detail of the original space, leaving it essentially untouched from its original form 100 years ago. Walls and floor are covered with small white tiles from floor to ceiling, typical of SoHo’s industrial character of the 1800s, yet Dreyfuss added a rustic touch by building a wood cabin in the center of the store.

The cabin is even surrounded by a forest of plants reminiscent of the Kaufmann house in Palm Springs, the brilliant construction of Jean Prouvé of which Jerome is so fond. The store’s merchandise – presently the new Spring-Summer 2010 collection – will be housed inside the cabin, bags suspended on hardwood blocks.

Keeping faithful to the spirit of SoHo’s community of art galleries, as well as Dreyfuss’ bicoastal ties to the arts, the store will alternate exhibitions, installations, and various projects from selected artists. The pieces will be showcased in the space surrounding the cabin.
 

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