New York City’s Meatpacking District is springing back to life this fall.
Premium lifestyle brand Frame will open its fourteenth standalone store and its third in the city on Oct. 27. Located within the Gansevoort Row, alongside trendy hotspots like Pastis and Hermès’ millennial-centric store, the new location will offer the brand’s full selection of men’s and women’s denim and ready-to-wear as well as its new handbag and footwear collections.
The 3,324-square foot space was designed to embody Frame’s “California-chic aesthetic” featuring custom furniture designed by Atelier de Troupe, natural fir plywood tables and brass fixtures. The store features a handcrafted gridded denim wall that displays Frame’s signature and bestselling styles, while a subtle play on color and textures serves as a backdrop for the brand’s growing accessories range.
Customers can also take advantage of curbside pickup and one-on-one shopping appointments at the store.
Frame joins the area’s eclectic group of high-end retail shops, restaurants and corporate headquarters, contributing to the district’s resurgence. Following the temporary closure of all nonessential businesses in the area—roughly 200 in total, Frame reported—Gansevoort Row is benefiting from the popularity of outdoor dining, the reopening of the Gansevoort Meatpacking NYC and buzz around U.K. import Belstaff’s new flagship store.
“We’re excited to be expanding our footprint in New York City with a third store and couldn’t have asked to open in a better location than in the iconic Meatpacking district surrounded by buzzy restaurants and shops,” said Erik Torstensson, Frame co-founder and creative director.
Just last month Torstensson showcased his love for New York with a photography exhibition featuring many of the brand’s famous local fans at Frame’s popup shop on Madison Avenue. The brand also has a store located on Greene St. in the city’s SoHo neighborhood.
“This city has inspired us so much over the years and we look forward to continuing providing New Yorkers with a superior shopping experience,” Torstensson said.