Ferragamo · Ferragamo SoHo Flagship · DE-YAN
Ferragamo in SoHo
Ferragamo wanted to reach a younger demographic in SoHo, a market that doesn't respond to legacy alone.
DE-YAN dictated the store's signature blue, mirrored concept, designing and producing the shopwindows and two anchor installations: a shoe-customizing hologram built for the neighborhood's 70% tourist traffic, and the first fully customizable, mintable NFT installation of its kind. This was a collaboration with digital artist Shxpir that let visitors design and mint their own artwork on the spot, becoming the backdrop for social content and press moments. A six-month pop-up became Ferragamo's first permanent SoHo flagship.