Welcome to our store in SoHo
March 07, 2019
Our expanded SoHo store is now open, and it promises to be a unique shopping experience that combines touch, technology, and tradition.
The store, at 169 Spring St., was designed by O’Neil Langan Architects in a style that moves our brand forward with its creative approach to retail display. It’s simply decorated, mostly in white, so that the spotlight is on our one-of-a kind products, says Alexandra Testa, our director of retail.
The 2,500-square-foot space is organized into a series of open rooms, and items in each space have been selected to show how they might be used in a variety of settings. Among the rooms are The Entertaining Kitchen, which spotlights the space where families and friends gather for food and fun, and The Pantry. In The Entertaining Kitchen, products like tea kettles, utensils, and cookware are displayed on open shelving, creating walls of color and charm. The Pantry also has open shelving, and it’s the niche for our enamelware and serving pieces.
Two additional spaces—Finishing Touches and the Tabletop Lab—offer the opportunity to explore our products hands-on. Finishing Touches hosts decor items that complete a room, including dozens of 2-foot-square samples of our rugs. Says Alexandra, “You can see them and touch them, and match them to furniture, pillows, and lamps.” Additional product information, as well as a view of the entire rug, is available via an interactive video screen.
A similar tactile experience is offered in the Tabletop Lab, which Alexandra says is her favorite space in the store. Painted a dramatic black, it is stocked with dinnerware, placemats, napkins, and napkin rings. “It’s a place where you can pull things out and play, mixing and matching,” Alexandra says.
Throughout the store, tradition is paired with the latest in retail technology. There are also multiple “pause points,” where shoppers can sit, relax, and take everything in while their selections are recorded on mobile tablets. Product information is accessible via interactive video screens, and there is a video loop that features brand stories.
Meanwhile, many displays celebrate the tradition of MacKenzie-Childs and incorporate our iconic patterns and products. Our glassware and barware, for instance, is displayed in a massive wooden armoire inspired by one our legacy pieces, the Kitchen in the Cupboard. The candle bar for our MacKenzie-Childs Glow collection rests on a table that features ceramic legs from our Train Table. Last, but certainly not least, half of a Diorama Dining Table pops from a wall with a massive Courtly Check Moose Head mounted above it.
Alexandra says this store was nearly two years in the making, and it required a lot of research, beginning with the decision on its location. MacKenzie-Childs has been in Manhattan for more than two decades, starting with a store on Madison Avenue that eventually moved to two different locations on 57th Street. SoHo, which is in Lower Manhattan, was selected because the area is a shopping destination. Alexandra says SoHo also has the charm of Europe’s best-known marketplaces. “It just felt like SoHo was our customer,” says Alexandra.
We’d be thrilled to have you visit the store, which is at the intersection of Broadway and Spring Street. It’s open daily, from 10 a.m. to 6 p.m. Monday through Saturday and from 11 a.m. to 5 p.m. on Sunday. For more information, see our website.