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Swede Spot

After operating out of a modest temporary space in New York’s SoHo neighborhood for four years, the Swedish fashion collective Acne has opened a 4,000-square-foot flagship store a block away, on the corner of Greene and Grand streets. It’s the firs...

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After operating out of a modest temporary space in New York’s SoHo neighborhood for four years, the Swedish fashion collective Acne has opened a 4,000-square-foot flagship store a block away, on the corner of Greene and Grand streets. It’s the first independent shop in North America for the brand, known for its sleek, minimal-chic take on wardrobe basics.

 

Acne creative director Jonny Johansson conceived a distinctively labyrinthine layout for the space. Stone-gray partitions bordered in white—a modern take on classic Gustavian design—frame a series of corridors and gallery-like rooms. Drawing inspiration from his hometown of Stockholm, Johansson sought to evoke the atmosphere of Sweden’s Baltic archipelago, particularly its color scheme. Plush green carpeting covers much of the floor, with strips of black and white tiles around the edges, while the back wall is sheathed in sea-blue glass. Natural light filters in from the large storefront windows, casting soft shadows across the geometric spaces.

 

The clothes are sparsely displayed, almost like sculpture, on metal rolling racks against the walls. The shoe salon, in the rear, is lined in marble and features bespoke seating, including striking stools and white fur–covered benches. Contemporary glass tables with polished-steel frames are placed throughout the store, while I-beam pillars—a quirky touch—have been painted peach-pink and black.

 

A departure from standard wide-open retail spaces that are about maximizing space and quantity of product, Acne’s shop scales down and narrows focus. For a brand celebrated for its emphasis on meticulous construction, such a design seems only fitting.

Acne is located at 33 Greene St., New York; 212-625-2828; acnestudios.com

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