At 5,000 square feet, the store is a spacious vision of modern luxe that tailors to the tastes of the stylish gentleman with interior elements that tribute an eclectic retro sensibility and appreciation for timeless collectibles. The new Soho store features chic fixtures, the highlight literally being a dramatic light installation boasting 1,200 vintage bulbs suspended between the street and lower level, custom-made leather chairs and embossed hide ottomans, Persian rugs, antique mirrors and one-ofa-kind vintage pieces personally selected by John Varvatos and procured from Parisian flea markets to upstate NY auction houses.

Situated in a landmark building, the utilitarian space pays homage to the district’s history – materials such as brick surfaces, blackened steel, glass railings and walls upholstered in charcoal grey flannel are characteristic of the distinct vernacular of one of Manhattan’s oldest manufacturing districts. Altogether the aesthetic distinctively embodies the urban masculinity seen throughout John Varvatos’ collections and provides the perfect backdrop for his vast collection of iconic rock’n’roll photography.