Desigual reopens New York flagship store

The Spanish firm Desigual has just reopened its flagship store in New York, with the help of the Santander artist Okuda San Miguel - a regular collaborator of the brand - and its characteristic multicoloured style. Desigual has decided to take its new brand image to this space, as it did in other important establishments such as the shops in Barcelona and Japan, in line with its objectives of introducing it to its entire commercial network throughout 2020.

Located in one of the city's most important shopping areas, on the corner of Sixth Avenue and 35th Street, in the heart of Herald Square and near the main store of Macy's department store, the store is presided over by a large façade of over 450 metres. This is an area that Okuda has now intervened on, and on which the artist has created a mural inspired by the Statue of Liberty itself. A "second statue", this time a gift from Desigual to the city, and a tribute to "multiculturalism, art and colour" of the Big Apple.

"A city that loves colour, that lives for difference and that knows that art is for each and every one of them,'' said Desigual in a statement. "Our challenge as a brand is to design not only products but also experiences and moments that inspire creativity,'' they add, "and because we believe in the power of difference we want to inspire multiculturalism". "We also believe in the power of love", one of the new slogans of their renewed brand image, which is why "we make great gifts like this one". A mural "in one of the most emblematic corners of the city" with which the firm continues to enter this new chapter of creativity”.

Among the most significant elements with which the artist has wanted to endow this "Statue of Multiculturality" of New York City, for whose realization have been used about 2,000 spray cans, is the "Bible" of urban art that he holds in one of his hands. This volume is nothing more than the 1984 book Subway Art by Henry Chalfant and Martha Cooper, a friend of the artist himself; responsible for bringing to the world after its publication the artistic murals that decorated the subway and the corners of the Big Apple.

Present in the United States since 2009

Decorated with all sorts of textures, Indian and Arabic fonts, colours, prints and hybrid creatures, this intervention on the façade of its flagship store in New York, the brand's nerve centre in the US, is the firm's fourth since it opened the store in 2011.

Desigual landed in the United States in 2009 through the multi-brand channel. And since then it has been adding year after year a greater presence in the North American market. This position has been consolidated through the opening of other stores in cities such as Orlando, Las Vegas and Miami. At the beginning of this month of December, it organized a presentation as a "happening" with Lola León, daughter of Madonna, as the main protagonist.

This article was originally published in FashionUnited.ES, translated and edited by Kelly Press.

Photo Credits: Courtesy of Desigual