Salvatore Ferragamo Praises The Launch Of Experimental Soho Concept Store
Salvatore Ferragamo celebrates the opening of its Soho Concept Store with first-of-its-kind Shxpir NFT Collaboration, a custom sneaker hologram program, and a limited-edition capsule.
On June 24th, recognizing the undeniable power of Soho’s ceaseless cultural magnetism the house opened its doors to shoppers at its 2600-square-foot concept store. Located in the heart of the bustling district – at 63 Greene Street – the Ferragamo Soho Concept Store serves as a the first of its kind, collaborative hub where brick and mortar blend with a digital, featuring an NFT Booth and a customizable sneaker hologram. The storied fashion brand welcomes locals and visitors alike to participate in a state-of-the-art immersive shopping experience.
Playing host to experiential elements designed together with the multidisciplinary studio, DE-YAN, a revolutionary 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.
“Soho’s cobblestone streets have long symbolized a distinctly youthful spirit. As a brand, we thrive on the inherent energy of New York’s downtown culture so it’s a natural home for us. In this sense, our new store represents a unique opportunity to cultivate a space where people can come together, spend time, hang out, and, hopefully, experience something new.” – North America CEO Daniella Vitale
Limited-Edition NFT Launch with Shxpir
To celebrate the anticipated launch of the new Ferragamo Soho Concept Store, the house partnered with the trailblazing digital artist Shxpir to launch a radically new NFT installation alongside a limited-edition capsule collection consisting of a t-shirt and a sweatshirt – both featuring an exclusive graphic print.
Daringly imagined by DE-YAN, the Ferragamo collaborative NFT project is the first time a digital art endeavor has been initiated that not only brings together a brand and an artist but also their respective audiences, to create unique works in a physical space. Realized as a multi-sensory booth within the Ferragamo Soho Concept Store, the experience blends the worlds of Web3 and in-person retail as visitors are invited to enter a dazzling mirrored installation. In the booth, guests can choose from a selection of Shxpir-designed backdrops while they are captured on a high-spec black magic camera.
Meanwhile, launching during Pride month and limited to 200 T-Shirts priced at $350 and 150 Sweatshirts priced at $650, 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 Hologram Sneaker Program
The Ferragamo Soho Concept Store will also play host to the launch of 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 directly on a six-foot-tall booth.
Designed as an ode to the brand’s heritage and a projection of its future, the 6R3ENE unisex sneaker daringly represents Salvatore Ferragamo’s signature house codes. Premium materials and unrivaled 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, creating an interplay of enhanced functionality with elevated aesthetics.