The 51 Greene Street Store Draws on SoHo’s Artist-Loft History With a Collected Mix of Art, Modernist Design and Craftsmanship
Frame has reopened its SoHo flagship following a renovation that looks to the neighborhood’s artistic history while giving the Los Angeles-based brand a more immersive New York home.
Located at 51 Greene Street, the redesigned store was conceived by longtime Frame interior design collaborator Flora Byk. Rather than approaching the space as a conventional retail environment, Byk drew inspiration from the artist studios and lofts that came to define SoHo during the 1960s and 1970s.
The result is a space that sits somewhere between gallery, residence and store. Concrete floors, white walls and unfinished natural wood maintain the industrial character of the architecture, while art, collectible furniture and more intimate domestic elements give the interior the feeling of having evolved over time.
A work by contemporary artist Camille Henrot greets visitors near the entrance, establishing the relationship between art and design that continues throughout the store. At its center, a mirrored architectural volume reflects natural light deeper into the interior and introduces a geometric grid influenced by American modernism.
Elsewhere, a fireplace and lounge create a more residential atmosphere. Toward the rear, one of the store’s defining architectural features — its skylight — has been retained, with fitting rooms positioned beneath a Brachychiton tree. A linen-covered sofa and other softer furnishings further temper the industrial shell.
The furniture selection brings together American and European designers including George Nakashima, Paul T. Frankl, Harvey Probber, Pierre Chapo, Charlotte Perriand, Jean Després, Eliel Saarinen and Christian Fjerdingstad. Rather than adhering to a single period or school, the assortment is connected through natural materials, craftsmanship and clarity of form.
Vintage and collectible pieces were sourced through specialist galleries and dealers including Galerie Jacques Lacoste, Galerie Mathivet and Jacksons Design, giving the flagship the layered quality of a personal collection rather than a standardized retail concept.
That approach reflects a broader shift in luxury and premium retail toward stores that function as cultural environments as much as points of sale. For Frame, the strategy feels particularly suited to Greene Street, where the history of art, architecture and design remains embedded in the neighborhood’s identity.
By referencing the loft culture that helped establish SoHo while bringing together contemporary art and 20th-century design, Frame has used the renovation to create a stronger sense of place — one distinctly connected to New York rather than simply transplanting a global store concept into the city.
Frame SoHo is now open at 51 Greene Street in New York City.
