Redemption opens debut brick-and-mortar flagship in SoHo

By

Robin Driver

Published
Oct 16, 2019

Philanthropic Milan-based luxury fashion brand Redemption has opened its first physical retail location, a 4,000-square-foot boutique on NYC’s Wooster Street, offering unique design features and an exclusive customer experience.

Designed by Studio Luca Guadagnino – the interior architecture firm run by the award-winning director of the same name – the flagship store aims to be an oasis of nonchalant Parisian chic in SoHo and offers the brand’s ready-to-wear, accessories and haute couture collections.
 
Inspired by photos taken of the Rolling Stones recording an album in a house on the Côte d’Azur in the 1970s, the boutique also takes design cues from Paris’ iconic Haussmann apartments.

“We conjured up the flair of rock-and-roll that melds with this timeless elegance of interiors,” explained Guadignino in a press release. “We came up with the idea of a boudoir apartment that for the customer communicates an intimacy in the experience, the interiors are embracing and soft.”
 
The store’s main sales floor features a continuous wardrobe lined with Dedar velvet and a lounge area with leather sofas and two vintage Gio Ponti armchairs, also upholstered in Dedar fabric.
 
The space’s floor uses reclaimed antique wood from Trentino to reinterpret the classic chevron pattern, while Irish graphic designer Nigel Peake was brought in to reimagine Haussmanian mouldings with a 21st-century twist for the ceiling, which is also decorated with light fixtures made up of handcrafted Murano glass beams and ziggurats.
 
This isn’t the only extravagant lighting solution in the boutique, which also boasts a one-of-a-kind vintage Venini glass chandelier. Made in the 1950s, the piece hangs in the flagship’s entrance hall, which occupies a full third of the store and combines a polychromatic travertine floor with a 3D cross-patterned ceiling.
 
VIP haute couture clients will also have access to exclusive dressing rooms featuring graphic wall designs curated by Studio Luca Guadagnino.
 
Founded as an ethical fashion brand by designer Gabriele Moratti in 2013, Redemption gives 50% of its profits to charity and is committed to using sustainable materials in its collections, which channel a glamorous rocker aesthetic.
 
Redemption’s new flagship store is now open at 102 Wooster Street, New York City.