Friday, Jacquemus opened its new SoHo store at 143 Spring Street, turning a two-story townhouse into a Mediterranean-inspired retail sanctuary. Live music from a three-piece band and flowing champagne welcomed guests, and inquisitive crowds gathered outside, hoping to see designer Simon Porte Jacquemus.

With a cream front and soft, inviting interiors bursting with literature, art, and brand motifs like lemons and metallic sculptures, the store’s design pays warm respect to the essential characteristics of the company. The décor combines Jacquemus’ flair with the Mediterranean feel of the company. Symbols and references to the house’s identity, which marked its 15th anniversary in June, adorned both floors, creating a familiar yet novel space for fans and fashion enthusiasts. High-profile guests such as Helena Christensen, Justin Theroux, Jenna Lyons, Luar’s Raul Lopez, and artist Chloe Wise were present, mingling amidst Jacquemus’ artistic world.

Earlier in the day, social media users were drawn to a larger-than-life silver bag on wheels traveling through city streets. The bag eventually appeared outside the store, providing a whimsical photo op that captured the brand’s inventiveness and comedy in a classic Jacquemus marketing ploy.

Designed with OMA Creative, the store creates an intimate but open environment by combining simplicity with warmth, utilizing milky hues, delicate curves, and sinewy shapes. Little details like branded coffee table books, tiny bags, and creatively placed scarves enhance the tactile experience and transform a setting into one that seems both like a gallery and a comfortable home.

Jacquemus describes the store as an extension of his brand’s universe—bringing a touch of the Mediterranean to New York’s luxury scene. The store invites visitors to experience Jacquemus’ playful imagination, pastel tones, and signature Mediterranean breezes in the heart of SoHo.