Sales & Shopping
March 27, 2008
store openings new york nyc shopping sweden
Just Opened
Acne Studio
Sweden-meets-SoHo with the arrival of the Acne Studio. By Christene Barberich
Well before Sweden became fashion's birthplace of over-dyed skinny jeans, it was the home of Acne, a multi-faceted design company that infused the hallmark of Scandinavian aesthetics into a truly modern trend-free collection. Today, Stockholm's finest is bringing its singular vision of subdued utilitarian idealism to a light-filled shop on Greene Street—the label's first "studio" in the States.
Behind the iconic Tube jeans, discreet suiting, the lush Acne Paper, and, now, the shop's "Gustavian-inspired" interior, is the brand's creative director, Jonny Johannsson. With Acne architect Andreas Fornell (and with the aid of Opening Ceremony), Johannsson extended his penchant for unfinished work-room style details into a quaint space accented with original Acne-fashioned furnishings, a cluster of potted tulips, and clever hidden door panels concealing the back-room office and fitting areas.
Johannsson, in town for the opening, took us on a tour of his new Stockholm-meets-SoHo "studio."
How long has this store been in the works?
Forever, I think. It's more or less one of the first or second things that you think of [as a designer].
When you imagined the "perfect New York store," what came to mind?
For me personally, it has a lot to do with having a really great relationship with Opening Ceremony, that's why it's here in this space right now. And also, I've always been drawn to this area of New York. When I used to come here when I was young, I'd always go to Canal Street to pick up ugly things!
Is this shop similar to your others?
Every store is different. They're all kind of individual, but they're also united by this feeling of being unfinished, a little bit of a work in progress, portraying an art-photo studio kind of feel. But for all our stores, our colors are light and powdery, and Andreas and I do the furniture design together. Our brand is a platform for doing lots of different things.
Any chance you'll eventually be selling your own furnishings and objects in the shop?
Yes, it's a great possibility.
Can you point out a few details you're particularly pleased with?
These knobs [on the wall], are based on typical Swedish doorknobs, oversized on purpose and made by a well-known Swedish glass designer who is also a friend of mine, Ingere Rädmam. When we sit down and have coffee, she's always saying things like, 'Jonny why do you always decorate the front of the woman and not the back?' She's just a really interesting person, and to me that's inspiring.
Acne Studio, 10 Greene Street, New York City; 212-625-2828.
Photography by Piera Gelardi
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