Moschino opens new store in SoHo, New York

With the new Moschino store in SoHo (New York), Creative Director Jeremy Scott has created a ‘fashion playground’, with oversized purses, leather jackets and high heels staying true to the brand DNA, which is irony and playfulness.

Located at 73 Wooster Street, the space occupied by the new store was converted from a four-story garage into an open white space, similar to the many gallery spaces in Chelsea. “I’ve always loved the idea of taking one thing and turning [it] into another.” said Jeremy Scott.

Moschino, which is owned by Italian luxury group AEFFE (Alberta Ferretti, Pollini, Ungaro etc) opened earlier this year its first U.S. store in Los Angeles.