Located at 63 Greene Street, the 2,600-square-foot Salvatore Ferragamo concept store in New York City features a new concept focused on accessories and footwear—with a tech element.

Another large part of the new store concept is the integration of two new pieces of technology. The largest one is a new NFT installation and limited-edition capsule created in partnership with digital artist Shxpir and multidisciplinary studio De-Yan.

Realized as a multi-sensory booth within the shop, the experience blends the worlds of Web3 and in-person retail as visitors are invited to enter a mirrored installation where they can choose from a selection of Shxpir-designed backdrops while they are captured on a high-spec camera.

What’s more, the Italian luxury brand has also debuted a custom hologram sneaker program which gives guests the chance to design a completely personalized version of Ferragamo’s latest unisex style, the 6R3ENE, by choosing from a wide array of colors and details.

Created in partnership with De-Yan, the concept brings the sneaker personalization process to life by projecting a holographic version of the work in progress directly on a six-foot-tall booth.

Salvatore Ferragamo North American CEO Daniella Vitale feels like the brand’s new offering in SoHo is the right fit for the neighborhood and its clientele. “The Ferragamo SoHo Concept Store is at once a celebration of New York’s thriving downtown community and a forward-thinking take on 21st century retail spaces,” she explained.