Number 27 on Mercer Street has a new occupant. This shopping street in the New York district of Soho will soon be welcoming a new store, more precisely on September 7, by Parisian label Surface to Air. Already sold across 50 multi-brand stores in the United States, such as Barneys or Bloomingdale’s, Surface to Air is now ready to open its first stand-alone store in the city it holds so dear.

Surface to Air Parisian flagship (photo by Pixel Formula)

The New York address – the label's third after Paris and Sao Paulo – was purchased thanks to a fund-raiser held in 2010 which raised nearly 1 million euros. The store will borrow the same look from the Parisian location, but with a stronger and rougher edge to it. The job of designing the interior was assigned to the same architect, Federico Masotto, who decorated the new 190 m2 space by mixing together wood, concrete, marble and metal, creating a geometric and esoteric environment.

Created in 2002 by Jérémie Rozan, who is also the co-founder of trade show Rendez-Vous as well as virtual fair LeNewBlack, the multidisciplinary company reached a new milestone with its clothing brand. Its men’s, women’s and chilndren’s collections are currently sold in around 400 points of sale in the world. Surface to Air has just published its latest annual results, in which it announced a revenue growth of 40%, amounting to nearly 7 million euros.