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The emblematic district of SoHo, where Azzedine Alaïa opened a first space and launched its global success in the 80s, welcomes again the French-Tunisian designer.

© Maison Alaïa

At the entrance of 2023, the House opened a new boutique at 149 Mercer Street. “New York has always been one of the creative hearts intimately linked to the history of the house,” says Myriam Serrano, CEO of Alaïa.

“For artistic director Pieter Mulier, this city also has a special meaning: It is the city of resilience. And resilience is the soil of creativity. That’s why it’s so important for Alaïa to be present again.”

Like the designer, he is influenced by his passion for art and design.

© Maison Alaïa
© Maison Alaïa

At the heart of SoHo, the epicenter of New York art, the shop is full of exceptional pieces: two chairs by Donald Judd; a set of eighteen prints by Robert Rauschenberg, Surface Series (from Currents), present in the MoMa collection; a diptych by Mike Kelley; and a monumental work by Jonathan Horowitz.

The clean and minimal space was designed by British architect Sophie Hicks, already behind the Alaïa windows in Tokyo and Shanghai.

It thus gives birth to the encounter between body and clothing, creating an intimate environment for the House’s new creations where intimacy, beauty, femininity, and art mingle and coexist.

Soho – USA

Nathalie Dassa