After launching twenty-one years ago, today Mara Hoffman has opened her first store in Soho, New York City.
Independently-run, the brand’s raison d’être is intrinsic to Mara’s design philosophy, hands-on approach, responsible practices, and connection with her customer. Home to both brand and designer, New York was the natural choice for launching a retail “home base”.
Forgoing outsourcing design to an external firm that would follow a blueprint, the store has been envisioned by Mara herself. The concept is built around her affinity for plants, realized through an ongoing collaboration with landscape designer Kari Elwell of Mingo Designs. A custom fabricated wooden frame mirror draped in palm fibers was created by botanical sculptor Lutfi Janania of Rosalia. Lighting fixtures were sourced from Noguchi. One-off vintage pieces infuse a feeling of in-residence. Mara’s process is layered and guided by creative instinct, much like furnishing a home. The result is more emotional and sensory than sleek and polished—a space of connection and welcome.
In a partnership with Studio Archive Project, owner Lisha Bai will be curating a rotating selection of works from the archives of established artists, to be on display and available for purchase. The first is New York-based Elisa Soliven, a ceramicist and sculptor who reimagines traditional vessel forms in clay and embedded ceramic.
The store concept transcends transactional. Interdisciplinary in function, the space will serve as the IRL manifestation of brand philosophy including Full Circle, a circular marketplace initiative, as well as providing a platform for creatives and makers. Clothing racks and furniture can be easily arranged with the intention to lend the space to arts and social justice groups, a practice that took place pre-pandemic at the showroom.
After twenty-one years in business, it is with great excitement, gratitude and love that we are opening our first flagship in NYC. This has been a true labor of love and the result of deep dedication and vision from amazing humans that I have the honor to call my team. We cannot wait to share this space with you, to reconnect in person, and to remember who we are when we are together. Thank you NYC for being our home for the past two decades and welcoming our expansion with your love and ferocity. You have my heart.”
– Mara Hoffman
All collections, including extended size styles, will be carried in store. Future store exclusives include robes crafted from leftover fabrics from previous collections.
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