Etiqueta Negra | USA

Joining forces with Argentinean luxury brand Etiqueta Negra's creative team, we launched its entry into the U.S. market with a lavish flagship store in New York City's Soho neighborhood. Integrating the brand's identity with the feel of the century-old building, the rugged, rough-hewn store looks as though it's been there forever. Custom-built shelves are piled with antique luggage and other weathered curios, and the store features five-time F1 world champion Juan Manuel Fangio's Alfa Romeo.