Aurélie has opened up shop in Soho!!!
As you know, I love her work and I totally fell in love with her gem of a boutique in Paris – we even made a video about it. So when she told me she would open in New York, I immediately asked her if it would be possible to document each step as she got set up.
There are so many details to consider when you open a store – I got an idea of what it was like when we set up our pop up shop. The location, the space, the colors, the sounds (at Aurélie’s, it’s a mix of Brigitte Bardot, Elvis Presley, and 80s French pop), the traffic, the scents (here, it’s Frédéric Malle Rosa Rugosa).
Aurélie was telling me that what she likes most is going out to look for things to decorate her space. That pineapple on the shelf? She found it in a vintage boutique. We also went along with her to one of her favorite stores – The Future Perfect.
She collaborated with David Mann, MR Architecture + Decor, and Atelier Franck Durand, who she’s been working with for a long time, to create a 60s and 70s ambiance, with a hint of California in New York.
One of my favorite things is the magnificent fresco in the entry by Remed (you remember, he made the cover of Holiday Magazine).
…And the jewelry, of course ;)
Click on the arrows to see more images…
Aurélie Bidermann, 265 Lafayette Street, New York / Translated by Andrea Perdue
PS: Here is the video!