As Jennifer Gosselin, senior vice president and general manager of Piperlime, said, “The neighborhood has great foot-traffic and is a shopping destination for our target customer. The character of [SoHo] is also a great fit for our boutique approach.”

While many would assume that Piperlime would have ended up on the Broadway strip, alongside other Bap brands Old Navy and Banana Republic, they chose Wooster Street for its individuality. As Chris Owles, the Sinvin Real Estate broker who helped with the deal said, “The location allows them to differentiate this product from all their others, which are more mainstream. It’s a tight market down here, and this was probably one of the few that really gave them the proper location and the image they require.”

Piperlime joins other online-only retailers who are surfing for brick and mortar space. Amazon is apparently also looking around for space, and eBay and Warby Parker have been toying with the idea as well.

Architect Claire Weisz, from the New York-based firm WXY Architecture & Urban Design, is leading the renovation. The updated facility will have more exhibition space and public space. As Littman explained in a press release,

“Artists today are redefining the outer reaches of what constitutes drawing — whether they are drawing in cyberspace or on buildings, doing animation, or making marks through the movements of dancers. This space serves that future.”

The new center, opening mid-September, will have offices on the upper floors, an education center, and a new gallery on the lower floor for public gatherings and for exhibitions. Get ready for the first scheduled show featuring the drawings of Argentine artist Guillermo Kuitca.

As Aysegul Yurekli Sengor, the managing director and wife of the founder, Cem Sengor, said, “In London, we are located on King’s Road, in Paris at St.-Germain and in Milan at Brera — all of these locations being the hubs for artists, creators and designers. SoHo, in that sense, fits very well.”

Even if you’re not in the market for a rug, it’s worth seeing the 2500 square foot store. Designed by Zeynep Fadillioglu, who designed the Sakirin Mosque in Instanbul, the location will be simply divine, as will the rugs and furniture showcased. They are located at 147 Wooster Street (Houston Street), (646) 629-9933.

Anyone who is anyone was at the New York Fashion Week.  And this included the unlikely Levi’s® brand.  They launched their first global collection during the fashion week at SoHo’s Mercer 82 event space.  Levi's® took the opportunity to showcase their Fall/Winter 2012 collection which includes quite a refined look for both men and women.

As Len Peltier, the Global Vice President of Creative Direction said, "Levi's® has always been about embracing the energy and events of our time. Today, fashion is more democratic and accessible than ever, making New York Fashion Week the perfect moment in time for the Levi's® brand to launch our first global collection."

The new collection includes clean lines and a tailored look.  Levi's® is focusing on the Bootcut Skinny denim for women that includes a skinny fit and a sexy appeal.

Check out some of their pictures and more with the recent press release from Levi's®.

The Ugly One - Soho Rep

Only here, you don’t have to stand. The theater is actually arranged in a strikingly unusual way with five steep rows on each side of the narrow stage.  It’s a dramatic, intimate setting. At the moment, they are showing The Ugly One on February 19^th and 26^th for only $.99, and it’s even a show worth seeing.

Challenging viewers to consider what really makes someone ugly or beautiful, and what it means to be unique, the performance directed by Daniel Aukin is beautifully orchestrated.  For a bit of culture and some intimate viewing – and an awesome price – Soho Rep is the address!

Georgetown Cupcake

Now you CAN have your cupcake and eat it too. SoHo residents will be thrilled to know that Georgetown Cupcake is heading for New York. This Washington fixture, which also has a branch in Maryland, is going to be opening in SoHo on February 11^th.

Sigh of relief!

As the store openings, you’ll be able to catch cute cupcakes with all sorts of New York symbols and logos on them. As part of its debut, the Manhattan digs will have cupcakes that sport local images. There will also be some new, yummy flavors that are just for New York including the black-and-white-iced marble cake flavor, the apple-flavor and the cheesecake one.

Start dieting now so that you can blow it all after February 11^th! It will be well worth it.

This week, Moss bid ado, in an email titled “Moss Metamorphoses 2012.” Together with his business partner and life partner, Franklin Getchell, Moss announced that the flagship store on Greene and Houston will be closed as of February 17th.

As a result of the economic downturn, and with the desire to remain fresh, the two are moving in a new direction. They are walking away from the brick and mortar style of store, and moving into consulting, public speaking and think-tanks hosted from their home. Their new business will be called Moss Bureau – and it’s certainly one worth watching.

Located at 65 Mercer Street between Spring and Broome, Ruia Shoe Boutique was created by Kajal Ruia. Opening the doors in December of 2010, the Ruia Shoe Boutique has managed to capture the attention of the trendiest and most fashion forward names in New York City. The boutique has been featured in New York Magazine, WWD and Manhattan Magazine, to name a few.

With its dazzling décor, its amazing selection and its upstairs lounge with TV and complimentary cocktails, the Ruia Shoe Boutique has it all for the fashion forward women of New York. The handpicked, limited stock also ensures that shoe buyers won’t be spotted around the city with the same shoes as almost anyone else.

As actress Naomi Watts remarked at the party, “I do know a bit about New York real estate. And I think this store’s a testament to how well she’s doing. In this economic state, people are paring down and she’s thriving.”

As McCartney explained the change, “The reality is our lease was up and we sort of questioned if we wanted to be down there or if we wanted to make a change, so we decided to come here. I’ve always loved SoHo. I love the Meatpacking, too, but I think it was the right time for us to move into this kind of position. Maybe a little more grown up and taking it to the next level really in terms of our neighbors.”

Picture comes from: http://ny.racked.com/archives/2012/01/11/stella_mccartney_says_soho_is_more_grown_up_than_meatpacking.php

Stella offers the highest quality home textiles from around the world. Their items are predominantly handcrafted and made under fair labor conditions with methods that won’t harm the environment.

Now, at the new TriBeCa location, those Below 14th Street can really enjoy it all!

Picture from http://tribecacitizen.com/2012/01/08/seen-heard-stellas-new-digs/