All the New York Cool Girls Will Shop Here This Summer


Dustin Aksland; DESIGN: Elizabeth Roberts/Alexis Brown

When Ulla Johnson started blowing up in the fashion world, she knew she needed a flagship space beyond her eponymous website. Though the designer was responsible for dressing the fashionable L.A. crowd, from Kate Bosworth to Jennifer Lawrence, in chic boho garb in recent years, her brand was missing the experiential element of its own retail space. That's until she came across an available retail space perfectly tucked away on quiet Bleecker Street, just a hop and skip away from the bustling shopping streets of SoHo.

It wasn't love at first sight between the designer and her now flagship store. Once a consignment shop, the space had seen better days. But with the brilliant vision of her architect, Elizabeth Roberts, her interior designer Alexis Brown, and an insanely talented group of friends, late last month Johnson opened a flagship store so chic and inviting, we'd happily move right in. As the architect behind some of Brooklyn's most stunning townhouses, Roberts knew a thing or two about transforming a bleak retail space into a masterpiece of textures and midcentury treasures just as fitting for a chic boho home as it is for the designer's unique sartorial style. We chatted with Roberts about every last detail of the design. Find out how she transformed this space into the flagship store that will no doubt overtake all our Instagram feeds this summer.

Next up: You need to see these 16 stunning fashion flagship stores around the world.