On June 24th, Salvatore Ferragamo opens its 2600 square foot concept store in the heart of the bustling district of Soho – at 63 Greene Street. The Ferragamo Soho Concept Store serves as a brand-new hub, welcoming guests in an immersive shopping experience.
Playing host to experiential elements designed together with multidisciplinary New York based design studio DE-YAN, a new NFT installation created in partnership with digital artist Shxpir, a custom sneaker program, and a limited-edition capsule, the Ferragamo Soho Concept Store is at once a celebration of New York’s thriving downtown community and a forward thinking take on 21st century retail spaces.
Limited-Edition NFT Launch with Shxpir
The house has partnered with the New York based digital artist Shxpir to launch a new NFT installation and a limited-edition capsule collection of a t-shirt and a sweatshirt – featuring an exclusive graphic print. It is the first time a digital art endeavor brings together a brand, an artist and their audiences, to create unique works in a physical space.
Imagined by DE-YAN, realized as a multi-sensory mirrored booth within the Ferragamo Soho Concept Store, the experience blends the worlds of Web3 and in-person retail. In the booth, guests can choose from a selection of Shxpir designed backdrops while they are captured on a high-spec black magic camera. Then, visitors will have the opportunity to mint their unique artwork – limited to 256 individual NFTs – on the Ethereum Blockchain via Opensea.
Meanwhile, launching during Pride month and limited to 200 T-Shirts and 150 Sweatshirts, all proceeds from the collaborative apparel capsule collection will be donated directly to The Center – one of the oldest and leading LGBTQ+ organizations in New York City.
Custom Sneaker Program
The Ferragamo Soho Concept Store will also launch a custom hologram sneaker program which gives guests the chance to design a completely personalized version of the brand’s latest unisex silhouette, the 6R3ENE, by choosing from a wide array of colors and details.
Created in partnership with DE-YAN, the innovative concept brings the sneaker personalization process to life by projecting a holographic version of the work in progress.
Exclusive for the Ferragamo Soho Concept Store, the 6R3ENE sneaker reinvents Salvatore Ferragamo’s signature house codes. Premium materials meet unrivalled craftsmanship as the lightweight shoe features a sock-like Strobel construction made by skilled artisans, resulting in a distinctly flexible feel. The shoe’s upper, meanwhile, is composed of ECONYL®, a fibre 100% regenerated from fishing nets and other nylon waste and boasts both leather and suede overlays which give second lives to manufacturing off-cuts. The look is then finished off with a micro-rubber outsole and a sewing thread made from 100% post-consumer recycled polyester.