The 89 Spring Street SoHo Boutique

In October of 2007, we opened our first US flagship store. The opportunity had come to take over a space in SoHo on Spring St. between Broadway and Mercer. If you’re at all familiar with New York, you’ll know that this address is a prime locale. So we knew we had to do it. The question then was how to make it happen? How do you properly design this conduit to the inner sanctum of the Jump brand? We knew we wanted to position ourselves as an entry level luxury brand and that we’d want it to be like a living showroom. We wanted it to be an experimental store where we’d test the brand’s most directional product.The wheels were set in motion and we decided on our colors: gold and black.

The rest was quite organic, actually. The space has one of those ornate tin ceilings that was white and kind of dusty and lackluster but when painted gold, it revealed a latent charm that gave me the inspiration to decorate the rest of the store. I trounced around Brooklyn and Manhattan perusing each and every antique and vintage shop to find the right items to dress the space. I wanted it to feel regal and grand but with a sophisticated vintage twist. Bit by bit the pieces began to fit together until finally we had a store.

We found that the store was a great spot to hold events. We always had great turnouts.

Taiwanese TV network, ETTV, covered our opening party.

Our CEO, Harry, always knows how to make a big splash. Check out this pimped out vintage limo.

Even LXTV took notice of us and aired us on their show First Look NY. It ran on NBC and in taxi cabs all over New York.

Then one day two artists named David and Jessica Foox stopped into the store. They fell in love with the brand and wanted to get involved. It began with some hand painted shoes and evolved into a full out mural painting.

Here’s the finished work.

Finished Mural.

It incorporates the likeness of our Hollywood Brand Ambassador, Sung Kang, famous for his role as Han in Fast and Furious Tokyo Drift. We flew him in to film a series of video shorts playing on various characters that identify our brand. The films came out phenomenally as both he and the indie filmmaker, Arowana Films, are both quite talented. Watch out for the short films to be released beginning in July. More on our collaboration in the next post.

At the mural’s completion, we threw a huge bash, our biggest ever which drew a crowd of over 250 people, filling the entire store and a party bus. P.I.N.K. Vodka supplied the booze.

When the festivities concluded at the store, we were shuttled to the exclusive SoHo House for the after party.

It’s not all just fun and games though. As a participant in the SoHo Stroll on June 7th, we decided we would donate $8 from each pair of shoes sold that day to China’s Earthquake Relief Fund. When Harry learned of the event, he decided we should extend the drive to last for 8 days and that he would personally match all the funds raised. The drive is still on! Please stop by the store and make a difference! Our staff is extremely kind and will help you to some coffee or ice water for this hot weather!

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s