February 14, 2020
Soludos, the bright and sunny footwear brand, has always put an emphasis on a streamlined digital shopping experience. But with summer knocking at the door, founder Nick Brown thought it might be the perfect time to create a fresh new experience for customers to engage with the product. Lucky New York City—the relaxed, worldly footwear brand is bringing their cheer to SoHo in an adorable new space where customers will be able to see the craftsmanship of the shoes first-hand. With acclaimed interior designer Tara Bean at the helm, the brand’s new space is as thoughtful and fun as the footwear.
We sat down with Tara and Nick to chat about the store opening, and what’s exciting them for summer 2018.
The store feels like a little slice of vacation! What did you want to evoke when customers walked in?
NICK BROWN: It’s a marigold ray of sunshine in SoHo! We really wanted the space to feel open, inviting yet intimate—it's full of color and texture.
TARA BEAN: I was hoping to create a space that would make customers feel like they are stepping out of NYC and right into a Soludos summer vacation spot.
Tara, what did you keep in mind when designing the store?
TB: To me the store has an elevated and fresh bohemian feel that feels like you are stepping into the world of Soludos! The decor is fun, colorful, and comfortable, but with elements of design. I sourced and had custom-made pieces that are from or inspired by California, Mexico and Morocco. All the places where the Soludos girl would travel...
What’s both of your favorite thing about the store?
NB: I love the hand-painted tiles that are made in Morocco—there’s a subtle high and low in the colors between each tile. The craftsmanship and texture beams through.
TB: The space was incredibly dark before we started and it felt so small, so I love how bright and fresh it feels now. From the yellow front door that opens up to the double-sided banquette with such fun fabric, the decor makes me just want to hang out in there.
Nick, why now for your first foray into brick and mortar?
NB: We’re really proud of how beautiful our product is, from the leather-soled sandals, sneakers and of course our espadrilles and really wanted to give our customers the opportunity to touch and feel the quality of the materials we’re using. It’s amazing to meet our customers to get their invaluable feedback as we continue to evolve.
Why is SoHo the perfect location for your shop? Why New York City?
NB: I started the brand out of my apartment in the West Village about eight years ago—a lot of people think Soludos is a European brand but it was born and raised in NYC. It’s such a dream to have our first shop right next to iconic neighborhood spots like Prince Street Pizza and Cafe Gitane. There’s an incredible blend of both locals and international visitors exploring SoHo regularly. The inspiration and people watching in SoHo is hard to match, with such a deep blend of creativity and fashion in the area. It’s a fun place for us to call home.
Finally, what are you most excited about for summer 2018?
NB: Lobster Rolls, outdoor concerts and lazy days at the beach—oh, and a few Spritzes!
TB: I am definitely a summer girl! I can’t wait for hot and long summer days on the beach and evening BBQ’s with my friends and family.
The Summer Shoppe is now open at 25 Prince Street.
Photography by: Photography Courtesy of Soludos