Vuarnet, the French eyewear and outdoor brand, opened a flagship store in New York City’s SoHo neighborhood this past October. “More than a store, the flagship embodies Vuarnet’s refreshed brand identity, one that reconnects with the original DNA of the house, while embracing the momentum created since its acquisition by Thélios, the eyewear experts of LVMH,” the company said in a media release.
The company also reported that the “store is double the guest space from the previous store and introduces a retail concept designed to immerse visitors in the full Vuarnet experience.”
“Natural materials and mineral tones evoke the vibrancy of the mountains,” the company noted. “The alpine environment was a constant source of inspiration for founder Olympic champion Jean Vuarnet, whose respect for nature has always defined the brand’s spirit. Vuarnet’s signature blue and red punctuate the space.”
“The opening of this new SoHo boutique represents an exciting new chapter for Vuarnet in New York,” said Giulia Zani, brand director for Vuarnet. “The U.S. has always held a special place in our story, from Jean Vuarnet’s Olympic victory in 1960 to the Los Angeles 1984 Summer Games and the birth of the phrase It’s a Vuarnet Day, which went on to become an icon for the brand. Our new campaign and boutique celebrate that enduring legacy, while offering an elevated and immersive experience for today’s customers.”
Image courtesy Vuarnet
