The Minimalist and Cali-Inspired NYC Boutique You Need to Visit
Inside Jenni Kayne’s gorgeous new Tribeca shop.
Updated Sep 28, 2018 7:38 PM
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announced the launch of her first-ever home collection earlier this fall, we were excited, to say the least. From soft blankets and textured pillows to smaller giftables like chic sleep masks and the coziest-looking slippers ever, there’s plenty to shop in light of the impending colder season. Now, with the launch of Kayne’s first New York City boutique, shopping our favorites is about to get easier than ever.
The boutique, situated in Manhattan’s Tribeca neighborhood, is a lot more than just a store. Described as an “inspiration environment” by Julia Hunter, the company’s president, it’s a carefully thought out space that puts functionality and design at the forefront.
“When designing the New York store, we wanted the product assortment to be just one aspect of the layout,” explains Hunter. “We worked to also create an elevated space for hosting women’s dinners, to give room to set up our seasonal in-store crafting moments that we offer to all visitors—regardless of whether they purchase—and to share branded videos of how Jenni decorates her home for the holidays.”
The design of the store is pretty in line with Kayne’s own personal aesthetic. The designer is known for her casual, California-cool vibe; simple yet elegant at the same time. The Tribeca boutique reflects this, using a neutral-toned color palette as the base of the store and adding texture and decorative plants to create a space that’s definitely minimalist, but still warm and inviting.
“We loved a lot of the original East Coast elements of the space, especially the white brick walls, black trimmed windows, and beautiful skylights. To lighten the experience though, we bleached the floors white, brought in knotty pine wooden fixtures, and kept the color palette of the product assortment very soft and natural,” says Kayne.
Another way Kayne and her team simplified the space? By intentionally curating the collection of products offered to include only an assortment of staples. From the team’s favorite sweaters to cozy home items, customers can shop the tried-and-true products and avoid being overwhelmed by options.
The limited inventory also helps facilitate the unique retail structure of the store. Instead of walking out of the store with their purchases in hand, customers can use the in-store “brand experts” to order products from Kayne’s online store and have them shipped to their homes.
According to Hunter, this is a move to help bridge the gap between consumer and designer by using the store as more of a showroom to connect with customers. “Ultimately what we all love about knowing Jenni is how inspired we are by the level of care and thoughtfulness she brings to so many areas of her life. By focusing on building an experiential space that felt more relevant, we are much better able to share that with more women,” she says.
Head to 20 Harrison Street to check out the Tribeca boutique, open now. And don’t forget to stop by before November 16th to catch a glimpse of a revamped airstream decked out in Jenni Kayne goodies.
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