NONFICTION Opens First US Brick-And-Mortar Store in NYC’s Lower East Side
Designed with Charlap Hyman & Herrero, the space serves as a cultural bridge between Seoul’s Hannam-dong and New York.
Summary
- NONFICTION opens its first US flagship at 38 Orchard Street, NYC
- Designed by Charlap Hyman & Herrero, the space features oxblood tiles and hand-painted rose motifs
- The store offers twenty-two signature scents plus a New York-exclusive perfume tag
NONFICTION has officially opened its first brick-and-mortar store in the US, located at 38 Orchard Street in the Lower East Side.
Designed in collaboration with architecture and design studio Charlap Hyman & Herrero, the space reflects the brand’s ethos of reflection and sensory experience, conceived as a place to pause, reset, and reconnect. Founder Haeyoung Cha, who once lived in New York, chose the neighborhood for its layered history and cultural vibrancy, echoing the brand’s origins in Seoul’s Hannam-dong.
The store’s interior features a striking contrast of limewashed walls set against glossy, oxblood-tiled floors. A central architectural highlight is a niche lined with tiles featuring a hand-painted black rose, a custom motif created for the brand by artist Pilar Almon. The space is further punctuated by bold geometric forms, including a sharp triangular mass at the entrance and a floor-to-ceiling mirrored column that emits a deep amber light. These modern elements are balanced by a curated selection of furniture from different eras, such as an 18th-century Queen Anne candlestand and a contemporary mahogany table by Doug McCollough.
In addition to the brand’s full product range of 22 signature scents, the NYC store will offer an exclusive perfume tag adorned with the bespoke rose motif and scented with THE ROSE. The collection includes eau de parfums alongside an evolving selection of home, haircare, and bodycare products developed with renowned international perfumers.
NONFICTION New York
38 Orchard Street,
New York, USA
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