Frame reopens renovated SoHo flagship

Frame, based in Los Angeles, has reopened its SoHo flagship in New York following a renovation that recast the store as a gallery-style space. The store at 51 Greene Street is trading again, with opening hours of 11am to 7pm ET from Monday to Saturday and 12pm to 6pm ET on Sunday.

The interior was designed by Flora Byk, a longtime design collaborator of the brand, and takes its reference from the artist lofts that shaped the neighbourhood in the 1960s and 1970s. Frame said it kept the treatment deliberately plain, using concrete floors, white walls and unfinished wood to leave the building's structure visible.

A mirror-clad volume sits at the centre of the store, built on a grid of squares the brand describes as a nod to American modernism, and is intended to carry daylight further into the space. A fireplace and lounge area introduce a more domestic register, while the existing skylight has been retained, with the fitting rooms set beneath a Brachychiton tree and a linen-covered sofa completing the seating.

An artwork by Camille Henrot hangs at the entrance. The furniture mixes twentieth-century pieces by George Nakashima, Paul T. Frankl, Harvey Probber, Pierre Chapo, Charlotte Perriand, Jean Després, Eliel Saarinen and Christian Fjerdingstad, sourced through the Paris galleries Jacques Lacoste and Mathivet and through Jacksons Design.

The reopening continues a run of store investment at a brand that now takes a significant share of its sales through its own retail. Frame opened an Amsterdam flagship on P.C. Hooftstraat in July 2026 and a 6,000 square foot flagship in Paris earlier in the year, according to trade reports, and Business of Fashion reported in June that the label was on course for sales of 300 million dollars in 2026.

Frame was founded in 2012 by Swedish entrepreneurs Jens Grede and Erik Torstensson, and built its business on premium denim before extending into ready-to-wear and accessories. The brand operates more than 20 stores across North America, Europe and Asia, alongside wholesale distribution through department stores and boutiques.