On Wednesday, September 7th, Parisian label Surface to Air celebrated the opening of its first US boutique, at 27 Mercer Street, in chic SoHo. The substantial, airy space, designed in collaboration with architect Frederico Masotto, boasts the label’s full line of both men’s and women’s collections. The 2,500 square-foot store epitomizes Surface to Air’s urbane, downtown aesthetic with smooth handsome interiors constructed of marble, concrete, wood and slate, balanced with a stylish flare that is distinctively NYC.
Surface to Air’s creative and executive team of Jeremie Rozan, Aldric Speer, and Dorothée Loermann, flew into New York to toast the launch alongside famed guests from the art, fashion, and music worlds, including: Kid Cudi, Lisa Marie Fernandez, Olaf Breuning, Lisa Anastos, Genevieve Jones, Daniel Arsham, Kim Gordon, members of Chromeo, curator Tim Goossens, Mia Moretti, Rogan Gregory, Ezra Koenig, and Michael Stipe.
During the store opening, the fashionable masses sipped Belvedere cocktails and Moët & Chandon Champagne while mixing to the beats of Justin Miller, Neon Indian, and Josh Language. Next door to the store, a Rozan-directed mini-film, starring Kid Cudi, played on repeat.
Pouring rain didn’t deter the rowdy-revelers from continuing the folly at the after party, hosted by B BAR (located at 40 East 4th Street), where the social set drank and danced until 3am to Chromeo, A-Trak, and Busy P & Friends’ dance floor-filling tunes.
Following the big bash, Rozan, founder and CEO of Surface to Air, commented, “The store opening was great, it was a warm pleasure to receive all the New Yorkers who [have] supported us here for 10 years now (Wanda Colon from Barney’s, Kid Cudi, Chromeo, or Vampire Weekend).”
Surface to Air Store information:
Address: 27 Mercer Street New York, NY 10013
Hours: 11AM – 7PM Mon-Sun