1) When did you move to Soho?
AMSALE informally opened its SoHo flagship at 150 Wooster Street during October’s New York Bridal Fashion Week and became fully operational just this January. This relocation from the Madison Avenue flagship, which opened in 1997, marks a new chapter in AMSALE's growth and evolution.
2) What is the look and design of the store?
Nestled in the heart of SoHo, where modern elegance meets downtown cool, the AMSALE Flagship at 150 Wooster, designed in collaboration with Paris and New York City-based interior designer Reza Nouranian, pays tribute to AMSALE’s core principles as a family-operated business committed to preserving its nearly four-decade heritage.
3) Describe the details?
As you step into AMSALE, its front room welcomes the guest - designed to exude the same warmth and character as a personal living space. Flooded in natural light, rich colors harmonize with eclectic decor sourced from across the globe. Here you will find AMSALE’s evening wear collection, each piece carefully crafted for modern celebrations.
Along a seemingly endless hallway that beckons further discovery, legacy photos, originating in Amsale’s first salon on Madison Avenue, tell the rich history of the brand. Behind undulating curved walls inspired by the movement of a needle sewing thread, are the bridesmaid suite and private bridal suites. Plush carpets and custom seating create a serene atmosphere to find the perfect dress for its guests.
Descending to the lower level, industrial details, characteristic of SoHo, seamlessly blend with soft interiors. This space highlights the Little White Dress collection, comprising dresses and jumpsuits designed for showers, after-parties, and honeymoon getaways. The space also offers alterations in a more intimate setting. Architectural details include stadium seating and a runway-style walkway, ideal for in-store events and private gatherings.
4) What do you like most about this new location?
After over 20 years on Madison Avenue, we began seeking a new location in mid 2022. When we saw the store in SoHo, we immediately knew it was the perfect space and the perfect location for AMSALE’s new beginning. SoHo is a world capital of art, style, and creativity. The new space exquisitely enabled the culmination of a vision that's been forming, that was part of Amsale's vision before she passed, and that we felt compelled to bring to life. We could showcase all of our expanded collections there, giving each its proper space, and could provide an environment where every customer would feel celebrated and special. We felt confident our Madison Avenue clientele would enjoy our new location as we welcomed the growing downtown clientele.
5) What has been the reaction from your customers?
We are thrilled by the enthusiastic response of our customers. We love the delight and compliments from those who’ve previously visited our former store on Madison.
