Southern-California-inspired activewear brand Vuori has opened its first New York City flagship, in the SoHo area at 106 Spring Street.
Vuori’s largest location, at about 5,000 square feet, boasts interior design elements unique to the flagship store that tell the story of the apparel brand, according to a press release. These include custom designed fixtures hand crafted in natural materials and the first-ever display monograph on Vuori, as well as a custom art installation of layered back-lit mountain silhouettes representing the meaning of “Vuori” — a Finnish word that translates to “mountain.”
In addition, as visitors enter the fitting rooms, they’ll experience a 40-foot hallway of soft-edge lit repeated arches, leading to a fitting room lounge. The result is a space that transports customers into a coastal California dream integrating fitness, yoga, surf and life.
“We couldn’t be more excited to bring Vuori to New York and such an incredible location,” Joe Kudla, founder and CEO of Vuori, said in the release. “SoHo has long been one of New York’s most desirable shopping hubs, as it’s the perfect mix of being a place where people live and work, but also where they come to shop, discover new brands and have fun. We look forward to serving new and existing customers and bringing locals together in ways that celebrate and inspire a healthy, happy life.”
Vuori opened its first store in London in Covent Garden and it marked Vuori’s first brick-and-mortar shop outside of the U.S.