Proenza Schouler‘s new flagship store in New York, located at 153 Mercer Street, is set to open its doors this February.
Designed by Kate McCollough, the Proenza Schouler store eschews conventional fixtures such as rails and shelves in favor of four monumental, hand-crafted cubes. Made of resin, fiberglass, and stone, these striking installations serve as both understated displays for the brand’s collections and luxurious fitting rooms with plush carpeting. “We wanted to create a space that allows us to share some of the things we look at and are inspired by when working on our collections, a space that is constantly moving and never static,” explained Jack McCollough and Lazaro Hernandez, the brand’s co-founders and Creative directors.

The store’s clean, white walls and glossy poured concrete floors provide a minimalist backdrop for the curated artwork and design elements within. A cantilevered cherry wood bench greets visitors, while a skylight in the back floods the space with natural light, highlighting a poured concrete bench below. Strategically placed niches along the sides display Proenza Schouler shoes and bags, while curated selections from Dashwood Books add an intellectual edge.
“This new store represents a real-life expression of our brand – an environment thoughtfully designed to bring our collections to life and showcase the seamless marriage of art, architecture, and fashion,” said Shira Suveyke Snyder, CEO of Proenza Schouler. By incorporating elements inspired by the world of fine art, the flagship store creates an immersive, gallery-like environment that encourages exploration and discovery.
Until the opening, the brand‘s current location at 121 Greene Street will remain open through January.

