#GreeneStreetGang

Published July 16, 2014

ABOVE: FENDI SOHO

From the ashes of the old Wolford shop at 122 Greene Street rises a hip new phoenix: #fendisoho, Fendi’s newest store and second dedicated retail space in Manhattan. The pop-up shop, open July 5 through December 31, features a particular theme each month. To begin, the shop has been curated with miniature editions of each of Fendi’s most iconic pieces like the Baguette, which came to prominence more than a decade ago thanks to its biggest fan, Sex and the City‘s Carrie Bradshaw. “The mini versions of our iconic bags are fresh and cool, perfect for a younger crowd and the customer in SoHo,” says Pietro Beccari, Fendi’s chairman and CEO. Handbags, which Beccari describes as a “core category” for the label, sit inside a vending machine. An industrial-inspired chandelier hangs from the ceiling. This faux-arcade “exemplifies the fun, ironic side of luxury,” Beccari says.

Under the fluorescence of proud neon lights declaring “#fendisoho” and “#exclusive,” this generation’s fashion luminaries like Leandra Medine of Man Repeller and Keith Richards’ daughter Alexandra gathered to celebrate the opening and admire its offerings. DJ Hannah Bronfman spun tunes like Kanye West’s “Blood on the Leaves” as the crowd sipped champagne and admired the centerpiece of the 640-square-foot storefront, a tiny fur Karl Lagerfeld that debuted on the runway with Cara Delevingne in Milan. (But don’t get your hopes up for scoring one yourself—there’s already a waitlist for the furry “Bag Boy Karlito,” currently listed at $1,685.)

Fendi has already laid out its plans for the future of its downtown shop. “It was important for Fendi to secure its presence here, in one of the coolest places in the world, when we got the chance to have a space on one of the best corners in the entire neighborhood,” Beccari says. Next month’s theme, entitled “Style Me Fendi,” allows customers to customize special 2Jours colorblocked tags on the spot in under 10 minutes. September will target the Fendi man, October is dedicated to fur, and November will launch a new Baguette.

FENDI SOHO IS NOW OPEN AT 122 GREENE STREET IN SOHO, NEW YORK CITY.