Cutler and Gross upsizes in New York with new SoHo store

Cutler and Gross is on the move in New York. But it’s not going far. After over a decade at 110 Mercer Street, SoHo, the independent British eyewear brand is following the general trend of upsizing, moving to a 2,400 sq ft space at… 71 Mercer Street. 

Not only does the short move present a ‘new look’ for Cutler and Gross, but the concept is also being rolled out across its other locations. 

The new space was designed by brothers Chris and Dominic Leong of New York-based architecture studio Leong Leong.

Chris Leong said of the space: “We envisioned the store somewhere between an informal social club and a minimalist contemporary gallery… Customers can either lounge on one of the couches or wander around the space and explore the styles that line the walls.” 

It’s described as a “social, contemporary store with hardwearing fabrics and luxury accents – the interior simultaneously celebrates the brand’s British roots in 1960s London and ushers in a modern mood. 

The space will also be filled with props by London designers from the 60s and 70s, as well as emerging pioneers, including Axel and Mélissa Chay, and Philippe Malouin. Works by Matthew Hilton, Verner Panton, and ceramicist Nicola Tassi will also feature. 

Guided by wrapped granite shelving and a curved oak tambour wall, the space journeys from The Lobby and into The Bar, where customers can browse the collections. Finally, the store culminates in The Lounge, which introduces an eye examination room and an exclusive bespoke area. 

Cutler and Gross CEO Jack Dooley, said: “New York has always been important to [us] as a melting pot of fashion, music, art, and literature. It was Tony Gross’s favourite city and provided the backdrop and inspiration for his earliest collections.