AG Re-Opens in SoHo

AG Re-Opens in SoHo Sharon Edelson Contemporary lifestyle and premium denim brand AG has opened a 2,000-square-foot flagship at 113 Greene Street in Manhattan's SoHo. The store is a homecoming for the brand, which previously operated a location on Greene Street that closed when AG decided not to renew the lease. "We wanted to stay on Greene Street, as close as possible to the other store," said Sid Dey, director of retailing at AG. "We lucked out by getting the space next door. Everyone knows that one street this way or that way can make a big difference." The store highlights the juxtaposition between the historical building the flagship is housed in and technology, which AG uses to innovate both ready-to-wear and jeans. Built in 1883, 113 Greene Street features an original black-painted cast-iron exterior and tin plates embossed with decorative motifs on the ceiling, while large video walls, LED lighting and digital mirrors in dressing rooms keep the store rooted in the 21st century. The store is expected to do sales of $2,000 per square foot, sources said. "We designed this store with a SoHo state of mind," said Dey. "We're keeping some of the original design elements from the late 1800s building. We updated the space with state-of-the-art features like digital fitting-room mirrors, which provide more engagement Follow WWD on Twitter or become a fan on Facebook. Read More... Fashion 3