FRAME Reopens Its SoHo Flagship With a Gallery-Inspired Redesign

The brand describes the concept as a meeting of an artist’s studio and a gallery. Contemporary art, craftsmanship and architectural form underpin the interior, with the aim of creating a lived-in setting rather than a conventional sequence of merchandise fixtures.

Inside, artwork sits alongside low display tables, sculptural objects and upholstered seating. A wood-toned wall provides a backdrop for a large line drawing, while another room pairs pale walls with a curved surface and a dark oval table. In the main seating area, clothing displays surround a low central table and a muted rug.

The gallery references are especially relevant to an existing SoHo flagship: the redesign gives the brand a way to refresh the address through its setting while retaining its place in the neighborhood. The continued partnership with Flora Byk also makes this a design-led renewal with an established collaborator.

FRAME credits Ollie Tomlinson for the photographs documenting the reopened space.