A fine romance: Simone Rocha woos New York with her first stateside store

white metal cage
Simone Rocha’s recently unveiled store in Soho, New York, features a white metal cage used to display a rotation selection of her designs.
(Image credit: Federica Carlet)

London-based fashion designer Simone Rocha has opened her first US retail space at 71 Wooster Street in Soho, surrounded by neighbours like Céline, Chanel, Thakoon and Byredo. ‘This neighbourhood is perfect for my label, because there are lots of very interesting people within it,’ Rocha explains. ‘It’s creative as well as being commercial, so it really felt like the right fit for me.’

‘I wanted a space that was filled with my inspirations, but also somewhere that the collections could evolve,’ Rocha says of her approach to the 2,400 sq ft space, which she conceived with the help of her father, the fashion designer John Rocha. Chalky-white rose cornices of her own design outline the interior walls, which are complemented with Pae White-designed matte white chandeliers, evoking both a sense of whimsy and romance.

Furnishings are a mix of the classic and contemporary. A cashier’s desk comes carved from a huge block of pink onyx, while chairs are crafted in Italian crema marfil marble, designed by John Rocha, or come in Joe Colombo’s mid-century Kartell design, in white wood and cream leather.

cream and white colour scheme store interior

The store’s cream and white colour sceme includes chairs designed by John Colombo and chandeliers designed by the artist Pae White

(Image credit: John Colombo & Pae White)

A white cage also acts as a display case, which will rotate looks from Rocha’s collection. Perspex plinths also showcase footwear, accessories and jewellery. ‘I always work in Perspex, so it’s a nice way to house the collection,’ says Rocha, whose transparent heeled shoe designs have become synonymous with her material-focused aesthetic.

Once housing an art gallery, Rocha has incorporated her own love of art into the space. A geometric beeswax sculpture set inside an acrylic cube, greets visitors at the store’s entrance, created by the Chinest artist Ren Ri. A 1982 collage by Robert Rauschenberg, complete with Chinese characters, features alongside 25 silkscreens created by Louise Bourgeois, made up of abstract red shapes against a white background.

Other hints of red reflect Rocha’s own runway history. Red arches are displayed in the front windows of the space, a reference to her Southwark Cathedral show venue for S/S 2017. ‘It just really feels like the right time to show my vision all under one roof,’ Rocha says.

cashier desk and mid-century chairs

The space features a cashier desk carved from pink onyx, and mid-century chairs designed by Joe Colombo

(Image credit: Joe Colombo)

store interior

Rocha conceived the concept of the space with the help of her father John Rocha

(Image credit: Simone Rocha)

artworks in display

Once a former gallery, the space also boasts artworks by Robert Rauschenberg, Louise Bourgeios and Ren Ri

(Image credit: Simone Rocha)


For more information, visit the Simone Rocha website


71 Wooster Street
New York, NY 10012


Ann Binlot is a Brooklyn-based freelance writer who covers art, fashion, design, architecture, food, and travel for publications like Wallpaper*, the Wall Street Journal, and Monocle. She is also editor-at-large at Document Journal and Family Style magazines.