Global hospitality brand GITANO opened SOUK GITANO, an integrated shopping marketplace curated with travel in mind, at its New York City Garden of Love location on Wednesday.

The multi-brand retail experience features “exquisite goods and essentials for the modern traveler.” An extremely timely launch, considering people everywhere are itching to get back on flights and travel the world once again.

Going beyond simple apparel and accessories, the marketplace includes “one-of-a-kind objects,” such as a a library, rare records and a hand-selected art collection. The location will support environmentally conscious products and materials.

While the initial iteration of the marketplace will live in NYC, products will also be available for sale at gitano.com and will expand across GITANO’s five locations in the coming months.

Each SOUK destination will feature a genderless and seasonless in-house collection of cotton and linen pieces, silk robes, and exclusive leather handbags, t-shirts and jewelry. It will also include collaborations with a curated selection of brands initially from Tulum, – a nod to the group’s origins as a Mezcal Bar & Kitchen in the coastal Mexican city and home to three of its current locations – as well as Mexico City and Guadalajara.

Stylist and Fashion Director of British GQ, Luke Day, partnered with the group as its Fashion Director, overseeing the creative development of SOUK’s collections.

“It’s a personal thrill for me to transfer my skills as an editor of a world-renowned fashion magazine to now curating a retail concept as part of the store. Being a Tulum born concept, it felt integral that SOUK GITANO supports and showcases local artisans and Mexico design talent, many of whom feel like family to us. GITANO has always given me a sense of belonging. As our family expands, we hope you’ll feel just as at home here,” said Day.

Partnerships include Brizegno, Faye, EGR By EGR, Ossa, Erresie7e, The Pack, Out of Comfort, Lordag & Sondag and Xaman.

The SOUK t-shirt collection also features “GITANO PRIDE” and “GITANO PARADE,” the latter designed in collaboration with Connie Girl, donating 20% of proceeds in support of LGBTQ+ charities.

For GITANO Founder and CEO James Gardner, the brand’s endeavours – from restaurants to retail – are about building community and cultivating an experience.

“We learned a lot working with some of the world’s leading luxury fashion brands, who are masters at creating a lifestyle around product. A restaurant on the other hand is a lifestyle, especially on Tulum Beach,” said Gardner. “We have built GITANO looking through a fashion lens, with a distinctive Gypsy-Disco vibe which we are excited to make accessible to all through SOUK GITANO and the creative integration of shopping, dinner & dancing. Order a Truffle Tlayuda, a Jungle Fever and a SOUK silk kimono on your phone and we deliver to your table.”