The two-story flagship offers a unique retail experience blending fashion with art in a historic New York setting
On September 4, 2024, Balenciaga unveiled its latest flagship store in the heart of SoHo, Manhattan, on Greene Street. This new location offers a wide range of men’s and women’s ready-to-wear, shoes, bags, jewelry, eyewear, and accessories, including exclusive SoHo items.
Spanning over 900 square meters (nearly 9,800 square feet), the two-story store is the latest expression of Balenciaga’s Raw Architecture concept, blending modern luxury with a distinct artistic approach. Designed to evoke a sense of temporality, the space features patinas and finishes that suggest a state of disrepair, appearing as if suspended in a process of transformation. The interior includes vintage-style black-and-beige diamond-point marble tiled floors, reminiscent of Cristóbal Balenciaga’s original Paris Couture atelier from 1937.
Located in a historic New York building constructed in 1908, the flagship stands out with its steel-framed structure and brick façade, adorned with the iconic metal letters “SOHO BLDG.” The interior design carefully blends overlapping architectural frameworks while preserving the building’s original elements, aligning with Balenciaga’s commitment to sustainable methods.
Key design features include a slab that visually separates the ground and mezzanine levels, columns that support display shelving, and circulation between floors facilitated by an elevator and staircase. A central skylight brings natural light into the store, enhancing the raw materials such as lime-wash bricks, marble, concrete masonry, and steel, all softened by signature carpeting and refined lighting.
The Greene Street flagship offers a dynamic shopping experience that merges fashion, art, and history, firmly positioning itself as a unique destination in SoHo’s vibrant retail landscape.
