FRAME Unveils Its Reimagined SoHo Flagship in New York
Designed by longtime interior partner Flora Byk, the store transforms retail into an immersive cultural experience.
Known for blending Los Angeles style with refined European aesthetics, lifestyle brand FRAME has officially unveiled its reimagined SoHo flagship in New York. Led by longtime interior design partner Flora Byk, the renovation recasts the retail space as an immersive cultural experience. The design draws on the neighborhood’s deep artistic roots and the spirit of the loft spaces that defined SoHo in the 1960s and ’70s. At the time, artists were drawn to the buildings along Greene Street for their generous proportions, abundant natural light, and pared-back structures, fostering an open, intuitive way of living and working. As this flagship demonstrates, such spaces have long made room for architecture, furniture, and art to coexist with everyday life.
Upon entering, visitors first encounter an artwork by Camille Henrot, whose contemporary yet composed presence sets the tone. Its spare lines resonate with the space’s rich artistic history. The interiors are deliberately restrained and understated, with concrete floors, white walls, and raw natural wood forming a foundational material palette that preserves the building’s direct, unadorned character. At the center of the store, a mirrored volume blends seamlessly into its surroundings, drawing light deeper into the interior while creating a layered architectural composition. Based on an orderly square grid, its design draws from the geometric language of American modernist architecture. A fireplace and seating area bring a more intimate, residential warmth to the space. Further inside, a skylight remains one of FRAME’s most recognizable design elements. The fitting rooms are arranged around a coral tree, while soft furnishings, including linen-upholstered sofas, lend the space a more relaxed, comfortable feel.
The furniture brings together works by important 20th-century design masters, from George Nakashima, Paul T. Frankl, and Harvey Probber to Pierre Chapo, Charlotte Perriand, Jean Després, Eliel Saarinen, and Christian Fjerdingstad. United by a shared appreciation for natural materials, precise forms, and exceptional craftsmanship, their pieces bring designs from different eras and styles into one space. The art selection includes carefully chosen vintage and collectible works, selected for the quality of their materials and their distinct character. Sourced through specialist galleries and collectors, the pieces include offerings from Galerie Jacques Lacoste and Galerie Mathivet, both renowned for their expertise in 20th-century decorative arts. Jacksons Design also contributed an international perspective to the selection. FRAME SOHO is now officially open at 51 Greene Street in New York City.
