On June 24th, Salvatore Ferragamo opened its new 240 sq. meter new Ferragamo Soho Concept Store in the heart of the bustling district of Soho, at 63 Greene Street, in New York.

Ferragamo Soho Concept Store, New York
Photo: Salvatore Ferragamo
Ferragamo Soho Concept Store, New York
The new store aims to become a new hub where guests can feel part of an immersive shopping experience as it hosts a variety of different experiential elements designed together with multidisciplinary New York based design studio De-Yan.
Ferragamo Soho Concept Store, New York
Photo: Salvatore Ferragamo
Ferragamo Soho Concept Store, New York
Key features include a new NFT installation created in partnership with digital artist Shxpir, a custom sneaker program, and a limited-edition capsule, as a celebration of New York’s thriving downtown community and a forward-thinking take most modern retail spaces.

 



The Italian fashion house has partnered with the New York based digital artist Shxpir to launch a new NFT installation and a limited-edition capsule collection of a t-shirt and a sweatshirt featuring an exclusive graphic print. 

 



The new project sets the debut of a digital art endeavor together with a brand, an artist and their audiences, to create unique works in a physical space.

A multisensory mirrored booth at Ferragamo Soho Concept Store, New York
Photo: Salvatore Ferragamo
A multisensory mirrored booth at Ferragamo Soho Concept Store, New York
Imagined by De-Yan, realized as a multisensory mirrored booth within the Ferragamo Soho Concept Store, the experience blends the worlds of Web3 and in-person retail. In the booth, guests can choose from a selection of Shxpir designed backdrops while they are captured on a high-spec black magic camera. Then, visitors will have the opportunity to mint their unique artwork - limited to 256 individual NFTs - on the Ethereum Blockchain via Opensea.

 



Meanwhile, during Pride month, they are launching a limited edition 200 T-shirts and 150 sweatshirts, whose entire proceeds will be donated directly to The Center, one of the oldest and leading LGBTQ+ organizations in New York City.

A limited edition sweatshirt sold at Ferragamo Soho Concept Store
Photo: Salvatore Ferragamo
A limited edition sweatshirt sold at Ferragamo Soho Concept Store
The Ferragamo Soho Concept Store will also launch a custom hologram sneaker program which gives guests the chance to design a completely personalized version of the brand’s latest unisex silhouette, the 6R3ENE, by choosing from a wide array of colors and details.

 



Created in partnership with De-Yan, the innovative concept brings the sneaker personalization process to life by projecting a holographic version of the work in progress.

 




Exclusive for the Ferragamo Soho Concept Store, the 6R3ENE sneaker reinvents Salvatore Ferragamo’s signature house codes. This lightweight sneaker is produced by using premium materials and high-end craftsmanship together with unique features including a sock-like Strobel construction made by skilled artisans and characterised by a distinctly flexible feel.

Made-to-measure Salvatore Ferragamo sneaker
Photo: Salvatore Ferragamo
Made-to-measure Salvatore Ferragamo sneaker
The shoe’s upper, meanwhile, is composed of Econyl, a fiber obtained from 100% regenerated from fishing nets and other nylon waste, and leather and suede overlays which give second lives to manufacturing off-cuts.
Made-to-measure Salvatore Ferragamo sneakers
Photo: Salvatore Ferragamo
Made-to-measure Salvatore Ferragamo sneakers
The sneaker is then completed with a micro-rubber outsole and a sewing thread made from 100% post-consumer recycled polyester.



 

 

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