Everybody needs a makeover from time to time (or in our case, a heavy duty facial reconstruction). DKNY are the latest for an overhaul, transforming their iconic Soho store in New York into a spanking new shopping haven. Designed to reflect “the evolution and the transformation of the DKNY brand,” now helmed by Dao-Yi Chow and Maxwell Osborne – it is a marble, bare wood, minimal sort of affair – a concept that “speaks of a work in progress,” apparently. But behind its simple facade it actually boasts a number of fancy shopping-based features – hidden cashdesks so you can get up close and personal with the sales assistants, an Uber Rush to ferry away your bags and a special Snapchat geo-filter (we’re obviously obsessed). There are also DKNY branded Mophies for one and all – which, for those of you not in the know, is a useful-sounding iPhone battery charger (admittedly we had to Google). Cor, those boys have thought of everything. “This endeavor is exciting for us as it’s our first physical imprint on the city. We have the opportunity to re-appropriate DKNY’s connection with New York, and Soho is embedded in our New York experience,” say Osborne and Chow.
