NN.07 STORE - SOHO, NYC

In 2024, Danish menswear brand NN.07 opened its first U.S. flagship at 276 Lafayette Street in Soho, New York, marking a significant step in the brand’s international trajectory. The store is a physical manifestation of NN.07’s ethos – “No Nationality” – reflecting a global, cosmopolitan mindset that resists easy categorization.

Designed by Dutch studio Reiters-Wings, the Soho boutique builds on the signature aesthetic of NN.07’s European locations while responding to the unique context of Manhattan. Creamy plaster walls form a neutral backdrop, accentuated by sculptural objects, bold colors, and textured materials that together create a layered, tactile interior. Every element has been considered as part of a narrative: the space communicates both refinement and approachability, offering visitors a sense of place while reflecting the brand’s nomadic, worldly sensibility.

A key visual element of the store is the custom blue tile, developed in collaboration with Studio Palet. Inspired by a 1970s tile design by Nils Thorsson from Denmark’s Royal Copenhagen factory, the tiles reinterpret Danish craft through a contemporary lens. Each tile combines layered pigments and an oxidation effect, producing a subtle metallic depth that shifts with the light. Applied to central columns, shelving, and corner details, the tiles punctuate the interior with a rich, luminous color while quietly nodding to the brand’s heritage. The tiles create dialogue between past and present, craftsmanship and industrial design, rooting the store’s visual identity in both Danish tradition and modern material innovation.

Curved aluminum display tables, shelving, and a bespoke loveseat reference the rounded forms of 1930s Airstream caravans, connecting the store’s interior to a broader history of travel and mobility. Upholstered in Maharan linen velvet, the loveseat invites visitors to pause, while its form playfully reinterprets the traditional “boyfriend chair” as a comfortable companion for the shopping experience. Aluminum surfaces and furniture recur throughout the store, establishing a visual rhythm that harmonizes with the soft textures, sculptural vases, and raw boulders placed as subtle accents. These elements together create a sense of movement, echoing the brand’s global outlook and the itinerant lifestyle of its audience.

Beyond materials and forms, the store communicates through thoughtful curation. Sculptural objects, ceramics, and subtle decorative touches transform the boutique into a layered narrative space. Every object, color, and texture contributes to a composition that is simultaneously functional, aesthetic, and experiential. The Soho flagship presents NN.07 not simply as a clothing brand, but as a holistic design experience, where menswear intersects with architecture, interior design, and art. Visitors are invited to explore the store as they would a curated exhibition: observing details, moving through spaces, and engaging with a narrative that merges style, craftsmanship, and cosmopolitan sophistication.