LoveShackFancy celebrated the opening of its Flagship store in New York City's SoHo neighborhood with a pre-opening preview and cocktail party of the brand's 24th store and 3rd store in Manhattan. The celebration featured a bathtub of Santa Margherita wine and New York City-themed cocktails and treats, including soft pretzels, a warm nuts cart, and hot dogs topped with caviar. Guests were entertained by performances including dancers and drummers, a DJ set by Alici, and personalized live poems.
This all-encompassing store will serve as their 24th store in total and their third store in Manhattan, following their West Village and Madison Avenue boutiques. Their largest New York City location yet, the 2,300 square feet SoHo flagship, is set to open on October 18, 2025. The new space has been designed in partnership with Rigos Projects, an Amsterdam / Barcelona-based creative interior architectural agency founded by Nicholas Rigos, with whom the brand has worked closely with over the past 6 years to bring to life the LoveShackFancy world through their 23 other retail stores. The flagship will also debut the brand’s very first immersive showroom dedicated to their home collection, allowing visitors to view and shop every piece from tabletop to bedding to bath, glassware, and beyond. The new flagship store will also implement Google Shopping’s new technology, which allows customers to virtually try on pieces before they buy.
The SoHo flagship boutique comes fresh off the brand’s recent announcement of its Wilmette, IL, and The Woodlands, TX boutique openings in September and early October 2025. The space will house a wide range of the brand’s products from every product category, including, but not limited to, ready-to-wear collection, their beauty and fragrance line, their home collection, activewear, kids, exclusive bespoke pieces as the brand intends to further their bespoke offerings, a curated vintage capsule, and more. The brand aims to continue to target every generation from babies to moms to grandparents, but specifically with this new flagship, the brand hopes to utilize it as a leading immersive, interactive, and experimental environment for the brand as it expands its product categories further.
The new store is set in the historic district of SoHo and is considered a landmark that the brand will preserve. So while the flagship plans to get the full LoveShackFancy makeover, complete with pinks, florals, and vintage-inspired decor, the store will preserve the location’s unique features like partitions, a fireplace, the columns, tin ceiling, and its exterior, including the antique door. The partition, which is defined by a wooden wall, features a stunning skylight and a fireplace; this pied-a-terre will serve as the entry to the home showroom for an experiential dining moment flooded with natural light.
The flagship will highlight each brand category through its own dedicated space for each. Following the home showroom, the next major focus is the brand’s first-ever dedicated beauty bar. This experiential beauty bar allows guests to try out the brand’s best-selling fragrances, hair and body mists, and introduces new products as well. The store will house a 360-degree cash wrap with multi-use functions providing more interactive elements for guests, like customization and more, set to elevate the customer experience. Also honing in on that experience, the fitting rooms, framed with a bow at the entrance, will be a luxury tent-like atmosphere providing ample space for try-ons and new, pivoting LED lights designed to provide the ultimate sense of lighting when trying on your clothes. Inspired by Founder and Creative Director, Rebecca Hessel Cohen’s personal closet, the store reflects the brand’s whimsical dreamworld with mixed tones of pink, a variety of textures and finishes like antique mirrored tiles, pink marble, drapery, custom fixtures with bow accents that tie back to the brand’s DNA, and more. The exterior, while remaining true to SoHo’s historic neighborhood, also taps into the brand’s whimsy with a custom flag on the facade.
“I am beyond excited to finally be opening our flagship LoveShackFancy store right in the heart of SoHo – one of the world’s (and my favorite) most iconic shopping destinations! This new store is way more than just a store. It’s an all-encompassing, immersive, and experiential world of LoveShackFancy. For the very first time, we'll have a full showroom for our home collection, which I’m so excited for, a beauty bar to try out all of our amazing beauty products, and so much more. This store truly elevates our customer experience like never before, and I can’t wait for you all to see it.”, said Rebecca Hessel Cohen, Founder & Creative Director.
LoveShackFancy SoHo will open to the public on October 18th at 462 Broome Street, New York, NY 10013.
Image credit: Matt Borkowski/BFA
