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Futuristic Fash Stash

January 29, 2015
Rebecca Minkoff

Designer Rebecca Minkoff is known for her statement-making handbags and cutting-edge clothing, so it’s only fitting that her newly unveiled NYC flagship should be every bit as forward-looking as her eye for modern fashion. Situated in chic SoHo, the showroom has been tricked out with a host of newfangled tech features that aim to integrate the ease of online shopping with a traditional service-driven, in-store experience.

Step into the all-white space and you’ll immediately spot the wall-spanning touch screen from which you can digitally browse the store’s current collection, select the items you want to try on, and even order a glass of Champagne. Bubbles in hand, totter into the changing room to test out how your spoils will look at any time of day, with customisable light options from full sun to dim-lit club. You can also ask an assistant to swap out sizes and colours with the press of a button, or scroll through suggestions of complementary articles via an interactive mirror that, somewhat eerily, divines at your taste via previous picks. Time to check-out? No need to schlep the ten steps to the counter, just sign-in to PayPal to make your purchase – which will immediately be wrapped and packed – or if you’re still unsure about that baby blue leather backpack, pop it in your virtual shopping basket to review at home later. Neat-oh.

96 Greene St / SoHo / 11am-7pm Mon-Wed & Sat, 11am-8pm Thu-Fri, noon-6pm Sun / +1 212 677 7883 /