The 51 Greene Street Store Draws on SoHo’s Artist-Loft History With a Collected Mix of Art, Modernist Design and Craftsmanship
Frame has reopened its SoHo flagship following a renovation that looks to the neighborhood’s artistic history while giving the Los Angeles-based brand a more immersive New York home.
Located at 51 Greene Street, the redesigned store was conceived by longtime Frame interior design collaborator Flora Byk. Rather than approaching the space as a conventional retail environment, Byk drew inspiration from the artist studios and lofts that came to define SoHo during the 1960s and 1970s.
The result is a space that sits somewhere between gallery, residence and store. Concrete floors, white walls and unfinished natural wood maintain the industrial character of the architecture, while art, collectible furniture and more intimate domestic elements give the interior the feeling of having evolved over time.
A work by contemporary artist Camille Henrot greets visitors near the entrance, establishing the relationship between art and design that continues throughout the store. At its center, a mirrored architectural volume reflects natural light deeper into the interior and...