Stone Island's New York City Flagship Opens With a High-BPM Bang

Summary

• Stone Island has opened the doors to its newly renovated flagship in New York City, complete with Stone Island’s Friendly Pressure: Studio One modular sound system built in collaboration with Friendly Pressure
• To celebrate the new 70 Greene Street location, Stone Island hosted its Stone Island Sound Presents: Studio One_NYC  over the weekend
• Guests gathered in an immersive listening room for a lineup of genre-bending music and live DJ sets from Charlotte Day Wilson and Annabelle Kline

For Stone Island‘s newly renovated New York City flagship store, it’s pulling out all the stops. A SoHo brick-and-mortar staple for over a decade now, the Italian imprint just recently gave its downtown NYC outpost a full-bodied makeover, breathing new life into one of its few stores scattered throughout the U.S.

Still stationed on Greene Street, the Stone Island NYC flagship has just scooched down a few spots on its home street, shifting from 41 Greene to 70 Greene. Developed in partnership with Samir Bantal, director at AMO, and Jason Long, partner at OMA NY, the sleek new store is designed to specifically embody the brand’s key pillars of “material research, community, and cultural programming” across its 3175 sqft interior.

Guests step into a gallery-like entrance area before being greeted by the central hub of the store, with another notable nook just down the curved ramp, which guides store visitors into the lower level: a more intimate, immersive zone for private fittings, appointments, and community gatherings, as well as a speakeasy-style club space that serves as a home to Stone Island’s Friendly Pressure: Studio One modular sound system engineered by Friendly Pressure.

First previewed at Stone Island’s Friendly Pressure: Studio One exhibit at Milan Design Week back in April, the one-of-one sound system was built in partnership with the London-based, Shivas Brown-founded sound system studio.

With the label’s Ghost, Marina, and Stellina sub-collections scattered throughout, the store takes on a long, linear floorplan, seeking to offer a series of spatial zones that “gradually shift in pace” – this same ethos guided this weekend’s Stone Island Sound Presents: Studio One_NYC event.

To properly kick off the new flagship’s opening, Stone Island invited the local community to an immersive listening event that seamlessly blended genres, sounds, and moods, merging jazz and jungle, drill and drum and bass. Drawing inspiration from, of course, the community – specifically “by the communal energy that sparks musical creativity” – Stone Island Sound Presents: Studio One_NYC built directly on Stone Island’s LAB & LIFE philosophy, where LAB stands for “rigorous material innovation,” and LIFE for the “identity, lived experience, and shared culture of the Stone Island community.”

Set in an immersive music room enclosed by full-length black curtains and complete with a sensory-heightening deep purple carpet, the Stone Island Sound Presents: Studio One_NYC lineup spanned DJs Charlotte Day-Wilson, Max Glazer, Annabelle Kline, and more.

“This new store cements our foundations for long-term growth in North America, a region that holds a great potential for our brand,” noted Stone Island CEO Robert Triefus. “More than a brick-and-mortar space, we have crafted it as a living place for our community to connect, live, and breathe our shared culture, and become part of the ongoing story of Stone Island.”

Take a closer look at the Friendly Pressure: Studio One sound system at the heart of the new Stone Island NYC flagship in the gallery above.