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Simone Rocha Bows in New York

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Simone Rocha Bows in New York

The London-based designer chose Wooster Street as the location for her first Stateside store

BY TAYLOR HARRIS

NEWS  -  FEBRUARY 13

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Photo: Courtesy of Simone Rocha

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Property values on a very particular tract of Wooster Street are again getting a boost. 

Just days after Thakoon Panichgul feted his new SoHo flagship, the champagne flutes were clinking across the street on Sunday night at the opening of London-based designer Simone Rocha’s New York outpost. “Well, historically, this is a great shopping street. I have some amazing neighbors,” she said. “The spaces here have so much breadth within them. When the opportunity came, I couldn’t say no.”

The store, which opened Friday, is a manifestation of the whimsical world Rocha has created in the six years since starting her business. A series of stunning honeycomb and acrylic glass sculptures by Chinese artist Ren Ri beckons customers in toward the front; a circular, cream-colored steel cage installation stands in the middle of the store; and a hunk of pink onyx acts as the boutique's register in the back.

Retail expansion is clearly on Rocha’s brain. She opened her first brick and mortar on London's tony Mount Street last year. Wooster Street is her second store ever. “I’ve had so much support in America through stores and through press all over the states, so I thought this was a wonderful opportunity to bring it all under one roof.”

And even those who can’t afford Rocha’s filmy gossamer dresses can get a piece of the action—she’s selling the jewelry from her spring runway (single faux pearl and horn-shaped Perspex drop earrings) from prices that hover around $200. “I want to really respect my customers,” she said. “And I wanted to make sure that anyone walking through the door could leave with something special.”

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