Berenik Brings Creativity and Talent to a SoHo Space

Berenik Brings Creativity and Talent to a SoHo Space

Berenik, a lifestyle and sportswear retail brand predominately for women, opened up shop on Monday in a massive space in SoHo, marking the unveiling of the Swiss boutique's first U.S. flagship location. The space—boasting two floors at 4,500-square-feet-each—is now open to the public and offers Berenik's current collections (at a steep 50% discount until Fall) alongside the clothing, jewelry and accessories of other Swiss and American designers. 

To celebrate the opening of Swiss interdisciplinary artist and Berenik founder Veronika Brusa's new Broome St. venue, the brand hosted 76 movement and performance artists, who scattered in groups and simultaneously danced in the streets of SoHo before leading guests to the ceremony inside the store. The artists continued to perform, transitioning in smaller groups from one choreographed piece to the next, within a brick-walled space allocated specifically for the performances. 


Performing Artists Inside Berenik at the Store

Owner Veronika Brusa likes to think of this new space as a platform for designers to "push one another's projects and endeavors. You have to sell products in order to make room for new collections." That's why everything inside the store is going for 50% off of retail price until September—to make way for the fall and winter collections. 

The ground floor features approximately 1/3 Berenik products and 2/3 products from other designers. The basement level of the store also houses other designers' work, in addition to Berenik products and several artist workspaces.

The true nature of the boutique, then, is that it's a space devoted to stimulating creative atmosphere. Brusa and her team welcome creative designers to apply for selling space within the shop, offering workspaces, networking opportunities, impressive product presentation and no commision on sales, as well as storage for designers' collections. 

Currently, the store is housing its designers' spring and summer collections with sales reaching up to 70% off. Items from the Berenik collection are priced between $80-$1,500, and averaging at $200-$400 before discounts of at least 50% off. The flagship NYC location is now open to the public daily, 11 am-7 pm M-Sa and 12 pm-6 pm Su. 

 

>> Berenik, 419 Broome St., btw Lafayette & Crosby sts., 646.964.4295 

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