Last night, LuisaViaRoma’s flagship opening in New York’s SoHo was the hottest ticket in town, offering a sensory feast that felt straight out of Willy Wonka’s Chocolate Factory. The highly anticipated event marked the Italian luxury retailer’s first major U.S. presence, expanding its reach beyond European locations and bringing a touch of Florence to the heart of New York City.
Held in partnership with Bolt, the cocktail party celebrated the store’s gallery-like ambiance, blending old-world charm with modern touches. The space itself is a visual treat, combining materials sourced from Tuscany with contemporary design elements like bright lights and touchscreen displays. Guests were treated to the unveiling of an art installation by New York painter Curtis Kulig, setting the tone for a gallery space that will feature works from local New York artists each season.
“We are thrilled to celebrate the opening of our flagship in New York, which represents LuisaViaRoma’s continued commitment to providing quality products and excellent service to our customers,” said Tommaso Maria Andorlini, LuisaViaRoma’s CEO, in a press release. “This expansion introduces an exciting chapter for the company as we grow and connect with new communities, while continuing to offer an innovative and customer-centric shopping experience.”
For those unfamiliar with LuisaVia Roma, the brand has been a trailblazer in luxury apparel from its modest origins as a 1929 hat store. Renowned for keeping ahead of the curve, it introduced its luxury e-commerce platform early in the 2000s, long before many rivals adopted the digital revolution. It is a worldwide known digital shopping site today with well-chosen collections of womenswear, menswear, accessories, children’s apparel, and designer home products. Among its list of brands are venerable ones as Loro Piana, Alexander McQueen, Maison Margiela, Jil Sander, and Jacquemus.
Though the flagship store in Florence, Italy, is still a core of the business, LuisaVia Roma’s commitment to reaching a greater global audience is demonstrated by the new SoHo site and Milan suite for well-known clients.
Singer-songwriter and actress Charlotte Lawrence performed in the evening to give the celebrations some lyrical appeal. Chef Laila Gohar created imaginative culinary art, including chocolate figurines, a bread sculpture, and even a skull carved out of butter tonight. Along with rich desserts, Grey Goose cocktails, and Fiji Water, party attendees delighted in light appetizers.
