Kenzo’s creative director duo, Humberto Leon and Carol Lim, have just added almost 180 m² of retail space to their Opening Ceremony flagship store in the Soho district of New York. Opened in 2002, this was the brand’s first ever store, before the opening of another two in Los Angeles and then Tokyo.

Inside of Opening Ceremony's New York flagship store

In 2010, Opening Ceremony’s flagship located at 35 Howard Street joined with the neighbouring building at no. 33 (named “part 2"). Recently launched, the extended store now covers an area of a little over 600 m², spread across three floors. With the same atmosphere, the American label opted for an “electric” decoration, with wooden shelves in the middle of the store in the shape of girls' legs that go from the ground to the roof. The merchandising itself brings the store to life, such as the staircase used as a display unit and the “display” animals.

“With all the new additions of young designers that we bring into Opening Ceremony, we wanted to expand our original location at 35 Howard Street with a new floor that will highlight fine jewellery as well as new collections”, said Humberto Leon. In fact, despite having launched its own collections, Opening Ceremony became known mostly for its multi-faceted retail sector. It currently offers brands such as Proenza Schouler, Rachel Comey, Mary Ping, Rodarte, Alexandre Herchcovitch, Lutz, Schiesser Revival, Pulver, Hussein Chalayan, Marios Schwab, Altuzarra, Mary Katrantzou, Olympia Le Tan, Delfina Delettrez and Maison Michel.