The space marks the lingerie retailer's first brick-and-mortar experience in New York.
She added that the Innovation Lab, as well as Soma’s updated concept shops are “lighter and slightly smaller” than past Soma stores. The Manhattan pop-up shop, located at 119 Spring Street, is 1,600 square feet and has an inviting, Millennial vibe, painted in a rainbow of muted pinks and lined with racks of bras, such as Soma’s “Vanishing 360” and “Enbliss” bra collections.
sip on tequila-infused drinks and nipple on boob-shaped cookies , as they wait for friends and family to try on bras and underwear.There’s also noticeably less stuff in the store. don’t need piles and piles of product [in the store],” Ceresoli said. To that end, the executive explained that there’s a limited stock of physical goods in the space.“We didn’t want it to be a store per se; we want it to be an experience,” she explained.
The pop-up marks the launch of the new Bodify bra, which goes on sale next week. The patented bra includes specialthat is similar to a smart device, or “smart bra,” adjusting to a women’s individual body measures as they fluctuate throughout the month. Soma’s latest creation, the Bodify bra, will be on display during the brand’s pop-up shop in New York.experience in New York City. While private appointments were set up on Thursday for VIP customers in the area, anyone can walk in on Friday or Saturday to see the space, chat with fit specialists, try on pieces and order products to be sent directly to their homes. hopping data shows strong demand for the Soma brand in places like New Jersey and Brooklyn, N.Y.
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