Massimo Dutti Opens SoHo Flagship With a New York Cultural Program

The approach builds on the relationship between retail and local culture explored in our coverage of Massimo Dutti’s Palazzo Ruspoli flagship in Rome. In New York, the program gives the Broadway store several points of connection with the city, from an exhibition on the Bowery to a guide shaped by local creative voices.

SoHo Architecture Shapes the Flagship The store occupies a red brick building with stone moldings and cast iron columns, with separate entrances on Broadway and Mercer Street for the Woman and Man collections.

Designed by Massimo Dutti’s in-house architecture team, the interior draws on the neighborhood’s historic spaces through a sequence of interconnected rooms, high ceilings and visible original columns. Wooden floors, contemporary furniture and display units sit alongside antiques selected locally in New York…