Vuarnet opens SoHo boutique as winter approaches in New York

This time, it’s for real. Nearly ten years after its pop-up in the SoHo neighbourhood, French eyewear and outdoor brand Vuarnet is establishing a permanent presence in New York with the opening of its new SoHo boutique at 414 West Broadway.

Just a stone’s throw from the Salomon Sportstyle Store, the site offers twice the retail space of the previous boutique. The space comes to life under the watchful eye of its new owner, Thélios, LVMH’s eyewear specialist. Following its acquisition in September 2023, the brand was thrust into the spotlight during the opening ceremony of the Paris 2024 Olympic Games.

References to Jean Vuarnet

Inside the new SoHo boutique, natural materials and mineral tones evoke the energy of the mountains where the brand was born. The Alpine environment was a constant source of inspiration for Olympic skiing champion Jean Vuarnet, who founded the brand in 1957; his respect for nature has shaped the brand’s ethos. Signature Vuarnet blue and red accents punctuate the space.

To mark the occasion, the brand multiplies references to its founder and its history, including a backlit logo featuring the Olympic champion, archival photographs, and a manifesto engraved on mirrors. Digital screens and immersive visuals chart the brand’s history and spotlight its present.

“It’s a Vuarnet Day”

“The opening of this new boutique in SoHo marks an exciting new chapter for Vuarnet in New York,” says Giulia Zanzi, brand director. “The US has always held a special place in our history, from Jean Vuarnet’s Olympic victory in 1960 to the 1984 Los Angeles Games and the birth of the phrase “It’s a Vuarnet Day”, which has become iconic for the brand. Our new campaign and this boutique celebrate this enduring heritage while offering an immersive, premium experience for today’s customers.”

The brand notes that you can have a pair made to your prescription, or personalise your sunglasses by choosing the frame and lenses. Beyond retail, the boutique will also host special meet-and-greets with the Fellows, the brand’s athletes. These activations bring the brand’s know-how and community closer to its customers.