French luxury brand Repetto, embracing the beauty and elegance of dance, opens its first U.S. store just in time for the holidays.
In addition to offering an unprecedented selection of the company’s iconic ballet flats, the 2,350 square-foot store at 400 West Broadway in New York City showcases the “World of Repetto,” which includes authentic dancewear such as pointe shoes, leotards and tulle skirts; footwear in a wide variety of styles ranging from loafers and Mary Janes to high-heel sandals and boots; leather goods such as bags, clutches and wallets, and ready-to-wear with a feminine spirit inspired by dance.
The exterior of the store takes advantage of Soho’s classic architectural elements including cast iron columns and arches, which dovetail with similar architectural elements evident in Repetto’s Parisian stores. And, like the Rue de la Paix flagship, the use of projectors at the entrance provides dramatic lighting inspired by the catwalk. Upon entering, Repetto’s iconic ballet flats in a rainbow of colors are displayed on circular glass tables under a grand crystal chandelier. The balance of the company’s offerings is presented in a succession of rooms replete with details inspired by posh Parisian apartments. Elements range from moldings, paneling and oak flooring to oversized mirrors while red velvet curtains and a pair of dance bars add theatrical flourishes.
The circular room at the back of the store houses “L’Atelier Repetto” — a service that allows men and women to customize select Repetto styles. Surrounded by classic ballet apparel such as tutus, the space links the elegance of dance with chic city style, the two worlds that Repetto celebrates in equal measure.