Alaïa is making a comeback in the New York district of Soho

After more than ten years of absence, the Alaïa house is back in Soho. The brand announced this weekend the opening of a flagship space located at 149 Mercer Street, in the heart of this district of New York renowned for its many luxury boutiques and its artistic impregnation. This opening marks its first American establishment under new management since the death of Azzedine Alaïa in 2017. The artistic director, Pieter Mulier, has been able to combine the deep link that unites the brand to the artistic world with his personal relationship to the art, and particularly to the creativity specific to the city of New York.

“New York has a very special meaning for me,” said Pieter Mulier. “It’s the city of resilience. And resilience is the breeding ground for creativity. That’s why it’s so important for Alaïa to once again be present in the heart of New York.”

Myriam Serrano, general manager of Alaïa, recalls the link between Parisian fashion and the late Azzedine Alaïa, who managed his business according to his own creative scheme, often refusing to comply with the merchandising requirements laid down by the parent companies, the Prada group. and Richmont. The brand opened its first store in New York in 1988, when Alaïa was at the height of its glory.

“New York has always been one of the creative centers intimately linked to the history of the house,” explained Myriam Serrano, general manager of Alaïa. “We are delighted to open this exciting new chapter in a city of such importance, both for fashion and more generally in terms of creativity, but also and above all for the house of Alaïa.”

Pieter Mulier took care of the furniture and works of art for this new sales space. The boutique will echo the constant tendency of designers to combine commerce and artistic expression by exploiting the premises as a gallery filled with works of art that reflect the aesthetics of the brand.

Like Azzedine Alaïa, Pieter Mulier draws inspiration from his passion for art and design for his creations. “I chose to show works that celebrate American art, from design to painting,” he said. “I have collected some of my favorite artists, those who never cease to inspire me…”.

To that end, visitors to the store – which is sure to attract a throng of die-hard fans of the body-friendly designs of the man once dubbed ‘The King of Cling’ , editor’s note) – will discover exceptional pieces coming mainly from artists who call New York their home. On display are two chairs by Donald Judd, whose foundation is near the Alaïa boutique; Surface Series (from Currents), a series of 18 etchings by Robert Rauschenberg; also present in the MoMA collection, a diptych by Mike Kelley, and a monumental work by Jonathan Horowitz.

The architectural structure of the store, with its refined and minimalist atmosphere, was designed by Sophie Hicks. The British architect also designed the Alaïa stores in Tokyo and Shanghai. This establishment in Soho brings the total number of Alaïa stores to twelve, including eight in Asia.