Located at 63 Greene Street, the new store blends brick and mortar with Web3 and the digital through its experimental elements designed in partnership with multidisciplinary studio DE-YAN, best known for their work with Virgil Abloh. The multi-sensory NFT booth gives clients and visitors the chance to personalize, curate and own NFT artworks in partnership with trailblazing digital artist Shxpir. “Shxpir is the perfect collaborative partner for a project of this nature”, says DE-YAN founder Dejan Jovanovic. “A true pioneer of the digital art scene, his work is defined by a commitment to craftsmanship, just like that of Salvatore Ferragamo.”
Once inside the mirrored installation, participants can choose a Shxpir-designed backdrop while a high-spec black magic camera captures them. Customers can then mint their artwork on the Ethereum blockchain via Opensea.
Salvatore Ferragamo is also unveiling a new sneaker in celebration of the opening. Designed as an ode to the brand’s heritage and a projection of its future, the 6R3ENE sneaker is completely customizable through a hologram station that projects what the sneaker will look like once created. A limited capsule of 200 t-shirts and 150 sweatshirts featuring Shxpir art is also launching alongside 6R3ENE, both exclusively available at the Soho concept store.