Porsche Design Takes Soho

Porsche Design has more than 100 locations around the world, including 24 in China and five in Dubai, but only seven of them are in the U.S. Now, though, New York can claim the company’s flagship store, the largest in the world, in a classic cast iron building on West Broadway in Soho.

Established in 1972 by Professor Ferdinand Alexander Porsche, the company creates products that reflect the famous car manufacturer’s aesthetic: purist designs that offer both high performance and timeless style. The good professor created the Porsche 911, of course, but also products like the world’s first titanium wristwatch and the first sunglasses with interchangeable lenses. In the new Soho store’s far corner, among displays of those landmark products, is a scrapbook-like wall installation showcasing the company’s 40 years of design.

The store itself is a paean to high design. The rugged architecture is “unique within our worldwide stores,” says CEO Juergen Gessler, adding that “Soho’s inherent lifestyle—where art meets style and design—perfectly matches our brand.” As for the products: In addition to watches and eyewear, there are fountain pens with 18k gold nibs, Japanese-steel knives, structured black leather luggage, and napa leather jackets. (All of the sportswear, including the spring-loaded Bounce shoe, which received a prestigious Red Dot design award, is made in partnership with Adidas.) There’s also a Soho-specific fashion collection.

Not exclusive enough for you? For true players, there’s a separate VIP area downstairs. Gessler cites Yoko Ono, Sylvester Stallone, Boris Becker, and Jennifer Lopez as the types you’ll shop alongside down there — they’re all Porsche Design customers.

Porsche Design: 456 West Broadway, 212.308.1786