SOHO
Description
This area was a haven for artists and avant-garde thinkers—and now it’s so much more. SoHo—short for "South of Houston Street"—has morphed into one of New York City’s most sought-after shopping districts. Once an industrial zone filled with warehouses and factories, its cast-iron architecture became a canvas for creatives in the 1970s, setting the stage for the high-fashion, art-infused retail scene that thrives today. Bounded by Houston Street to the north and Canal Street to the south, SoHo is a retail powerhouse, home to luxury flagships, contemporary brands, independent boutiques, and trendsetting pop-ups, as well design-forward cafés. Top global brands such as Gucci, Louis Vuitton, Prad
Vivaia, the eco-friendly footwear brand founded in 2020, is opening its first U.S. brick-and-mortar store at 68 Prince Street in SoHo, New York. The 900-square-foot space blends exposed brick, greenery, and natural light to reflect the brand’s sustainable ethos.
This debut follows Vivaia’s 2024 U.S. retail expansion and wholesale partnerships with Nordstrom, Dillard’s, and Von Maur, as well as pop-ups in New York, Los Angeles, and Paris. The SoHo store will act as a key physical touchpoint as the brand continues to grow its direct-to-consumer presence across the U.S., Europe, and Asia in 2025.
https://2ndstreetusa.com/article/22/04/01/2nd-street-soho-is-finally-opening-next-week
Hourglass has officially opened its new global flagship store in SoHo, New York, following the success of last year’s Barneys New York pop-up in the same space. The 1,500-square-foot store, designed by TMR Design and Crozier Studies, offers an intimate and engaging shopping experience, breaking away from traditional beauty retail.
Founder Carisa Janes envisioned a space that feels like a home rather than a typical beauty store, featuring cozy gathering areas, vanities positioned for natural light, and a dedicated gifting section. The store will also serve as a hub for exclusive product drops, master classes, art installations, and trunk shows, emphasizing community engagement.
Hourglass is considering future expansion but remains cautious about scaling too quickly. The SoHo location will also serve as a testing ground for customer feedback, potentially shaping new product developments.
Ray-Ban is set to open its new global flagship store at 62 Prince Street in SoHo, marking a significant expansion for the iconic sunglasses brand. Parent company EssilorLuxottica has signed a 10-year lease for the 2,300-square-foot space, located in a single-story building owned by 1202 Coney Island Avenue Corporation.
This location will serve as a premier retail destination for Ray-Ban, further cementing SoHo’s reputation as a high-profile shopping district. The lease deal was brokered by Lee & Associates NYC, with an asking rent of $750 per square foot.
The new flagship is expected to open just in time for summer, adding another luxury brand to SoHo’s thriving retail landscape.
Catch Hospitality Group to open Mediterranean restaurant in SoHo
Local Expert Analysis
Market Metrics & Leasing Trends
SoHo remains one of the most valuable high-street retail locations in the United States, making it a top priority for legacy retailers, luxury brands, and emerging names alike. While ground-floor rents range from $200 to $1,000 per square foot, pricing varies significantly depending on street location, visibility, and foot traffic patterns. Broadway commands the highest rents due to its mass-market appeal and dense pedestrian traffic, while Mercer and Greene Streets cater to a more curated luxury shopping experience. Despite high leasing costs, SoHo remains a top choice for flagship locations and brand expansions. Recent openings include Balenciaga’s flagship
