Moving house is never an easy feat, but for Phillip Lim, the idea to transport his Soho flagship to the less-trodden, historic cobblestone street of Great Jones in NoHo, came naturally. 'We were tossing out ideas about going uptown or further downtown, but I've always been a fan of Bond and Great Jones Streets, so when this [space] came up, I said yes, even though it's not traditionally fashion retail. It's more of a neighbourhood.'

Previously a grimy prop rental house, the transformed, ground floor space is airy and sprawling at 3,500 sq ft. Inspired by the transient atmosphere of a creative studio, Lim worked with British design agency Campaign to create an alluring mix of temporal and residential elements. Large painted canvases lean against one wall, while stacks of tiles and blocks of green marble serve as display pedestals, highlighting key accessories of the season. Polished concrete floors are interspersed with marble tiles framed by brass strips, as if one was laid long before the other. A keen furniture collector, Lim selected pieces of vintage furniture, like a 1940s bench and a pair of Italian 1950s chairs to adorn the lounge area and the carpeted fitting rooms, each an intimate mix of beige tones and soft textures.

'I wanted to have that personal feeling, the same one that I have in my studio and home - of experimenting with things and that everything is temporary', explains the designer. 'It also had to feel that if we removed all the product and clothes, we could live here.' The boutique unites the label's women's, men's and accessories collections together under one roof to further guarantee its popularity.

TAGS: NEW YORK, RETAIL DIRECTORY, 3.1 PHILLIP LIM