LuisaViaRoma Celebrated Its New York City Flagship Opening With a Surprise Performance
Last night, LuisaViaRoma felt a bit like Willy Wonka’s Chocolate Factory—everywhere guests turned, there was a new, decadent treat for their pleasure. The Italy-based luxury retailer’s highly anticipated flagship opening in New York’s SoHo neighborhood officially brings the iconic Italian brand to the United States, after previously only having European locations.
The cocktail party, held in partnership with Bolt, highlighted the store’s gallery-esque feel. The setting itself plays with the juxtaposition between vintage and modern, as materials from Tuscany are mixed with bright lights and touchscreen computers. An art installation by Curtis Kulig, a New York painter, was also unveiled. The gallery space will spotlight different New York artists each season.
“We are thrilled to celebrate the opening of our flagship in New York, which represents LuisaViaRoma’s continued commitment to providing quality products and excellent service to our customers,” LuisaViaRoma’s CEO Tommaso Maria Andorlini says in a press release. “This expansion introduces an exciting chapter for the company as we grow and connect with new communities, while continuing to offer an innovative and customer-centric shopping experience.”
For those who are unfamiliar, the brand has a digital platform that ships globally and is privately curated, carrying womenswear, menswear, accessories, kids, and designer home items. Labels include Alexander McQueen, Maison Margiela, Jil Sander, Jacquemus, Loro Piana, and more.
LuisaViaRoma has a rich history and first started as a hat boutique in 1929. Ever since, it’s been on the cutting edge of retail, launching luxury e-commerce in the early 2000s, well before its competitors. Its main flagship store is located in Florence, Italy, and it has a Milan suite for high-profile customers.
The event concluded with a performance by singer-songwriter and actress Charlotte Lawrence, along with chocolate statues, a bread sculpture, and a head made out of butter on display that partygoers ogled over. Other light bites by chef Laila Gohar were also served along with cake, Grey Goose cocktails, and Fiji Water. Notable attendees included Maggie Gyllenhaal, Matt Damon, Nicky Hilton Rothschild, Georgia Fowler, and Liza Koshy, among others.
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