NEW YORK, Feb. 24, 2011 /PRNewswire/ -- We are pleased to announce the opening of the new Etro boutique in Soho, which is Etro's second boutique in New York City (Madison Avenue opened in 1996) and fifth boutique in the United States. Located at 89 Greene Street, on the corner of Spring Street, it is in the heart of the eclectic Soho shopping district and embodies the local downtown charm. "We are thrilled to be opening a new boutique in Soho, a location we have been eyeing for several years. Whether you live in New York City or are a visiting tourist, Soho is a huge shopping destination known worldwide." – Ippolito Etro, CEO of Etro.
Located in a charming 5-story historical building erected in the late 1880's, Etro has restored and recreated this two-floored space to nearly its original form, totaling almost 4,400 square feet. High tin ceilings, industrial overhead lighting, exposed brick walls and oversized double-hung windows provide the perfect backdrop to enhance the collections. Upon entering the boutique, the main level showcases the spirited Etro men's collection, while the expansive sublevel caters to the eye-catching Etro women's and accessories collection, all connected by an industrial painted steel staircase. The collection is displayed on treated stainless fixtures with the classic Etro gray lacquered panels behind. Accessories are displayed in glass vitrines all surrounded by comfortable lounge areas created from Etro home furnishings.
The design and creation of this loft-like boutique is a unique and new concept for Etro. The design reflects the Soho surrounding while maintaining the original detail. While staying true to their Italian heritage, all of the interior millwork (like the columns and capitals) was created in Italy and the stone flooring used throughout is the classic Italian Santa Fiora stone. The result creates a sense of wonder, intimacy and unmistakable Etro style.
Etro conjures a vision of poetic, sophisticated designs and enlightened, colorful collections including the men's, women's, accessories, home and fragrance collections. It also brings to mind a family consisting of two generations of innovators – the Etro family. Etro leads fashion's niche for colorful collections and insiders know it as the consummate resource for luxurious fabrics with distinctive prints. Etro has made the paisley design a veritable hallmark of the brand and is a continual purveyor of history and art. Every collection in each division recounts an era of art or culture.