Dries Van Noten Opens a Highly Curated Downtown Manhattan Clothing Boutique
Conceived by the designer himself, the two-story space presents the perfect symbiosis of the house’s ethos and the spirit of the city
One of the many benefits of shopping in New York is the city’s multitude of flagships representing every major brand. Yet notably absent was one fashion favorite: Dries Van Noten. Revered for a sophisticated mix of pattern, color, and embellishment, the pieces are staples for those with an appreciation for detail and craft, but the nearest dedicated shops could be found only in Los Angeles, Paris, or the eponymous designer’s native Belgium.
“We didn’t want to rush it. The right space needed to appear, and when this one did, it felt right,” says Dries Van Noten of the new, 3,500-square-foot Manhattan boutique, which quietly opened this spring on SoHo’s Mercer Street. Conceived by Van Noten himself, who recently relinquished the reins of designing the men’s and women’s collections after 38 years, the two-story space presents the perfect symbiosis of the house’s ethos and the spirit of the city.
“New York has a very distinctive energy that’s hard to describe—fast, layered, but also full of small, quiet moments,” he says. That juxtaposition is artfully reflected in the way the building’s traditional façade with a zigzagging fire escape is contrasted by a window adorned with a custom gilded sculptural screen by Belgian artist Ben Storms.
Inside, the drama of 22-foot ceilings soaring over old brick, textured concrete, and exposed pipes is hard to overlook. “The building has a lot of character, so we worked with what was already there—the height, the narrowness, the raw materials,” Van Noten says of the setting, which evokes the feeling of a theater’s backstage packed with extraordinary set pieces waiting in the wings. Within the larger volume, smaller niches are carved out, creating an aesthetic journey through the store. “I always try to let the building guide me. Every space has a kind of voice, and I think it’s important to listen.”
That message comes across quite clearly with the unique curation of art and design, which speaks to precedent and the past as well as innovation and the future. Fragrances and lipsticks in an assortment of deliciously colorful and patterned packaging are displayed atop two custom consoles made by Storms using Carrara marble and stainless steel. “When something rough sits next to something delicate, it creates a kind of tension that feels real. It mirrors how we live—nothing is ever just one thing,” he explains. “In the store, we wanted that mix to feel calm, not loud. It’s more about subtle layering than big statements.”
The pairing of objects and furniture creates spirited dialogues throughout. On axis, as if in conversation, there are two artworks depicting a nun—a grand, full-length portrait of Cristina di Lorena attributed to Valore Casini dating from the early 17th century and a sparsely beautiful, commissioned pastel and color-pencil work from 2025 by Jinny Song titled Christina. Nearby, an André Bogaert wooden wall sculpture accented by flecks of gold spray surmounts an Edward Wormley for Dunbar party sofa upholstered in lemony yellow. Other gilded touches enhancing the store include torchères from the estate of fashion icon Iris Apfel, 18th-century marble-top commodes, and a bronze panel from the 1960s that resembles a wall tapestry. Van Noten describes the overall effect of this careful assemblage of furniture, art, and objects as “stepping into a place where you don’t have to rush, making space for thought and for beauty.”
This fall, the racks and shelves will be filled with the first collections by Julian Klausner, who now serves as creative director and has worked Van Noten since 2018. “I like being involved,” says Van Noten, who continues to supervise store design as well as the brand’s beauty offerings. “It means we can make something that feels personal—not just a place to shop but also a space with character.”
A version of this article first appeared in print in our 2025 Fall Issue under the headline “Tailor Made.” Subscribe to the magazine.