© surface to air - pre-opening peeking not allowed the opening of this embassy of french style had new york city's hipster community buzzing in anticipation for weeks. after setting up shop in paris and the brazilian megalopolis of são paulo, creative agency + fashion label surface to air opened its first u.s. store with a bangin' opening party for the happy few. the store measures a very spacious 2,500 sq.ft. and is designed by paris-based italian architect federico masotto. it's a stylish exercise of euro-slickness, featuring exposed brick walls, nice gun metal aluminum display cubes and black leather couches. smack in the middle, a striking multilevel slab of concrete, engraved with the brand's logo, serves as pièce de résistance display. the opening party pulled a very mixed hipster crowd with guests from the worlds of art, fashion and music, and saw the french surface to air team rub shoulders with the likes of kid cudi, kim gordon, aaron young and other cult heros of ours. during the party a special in-store screening was held of kid cudi's new video mr rager, directed by surface to air founder jérémie rozan, and in which the rapper wears a leather jacket that he designed for the brand. the jolly crowd later headed for the b bar for a funky vodka + champagne-showered after party. a stellar dj lineup, that included chromeo, a-trak and busy p, helped out to crank up the fun well into the wee little hours. flagship store location: 27 mercer street [soho].
© surface to air - store interior, opening party, afterparty, kid cudi flanked by jérémie rozan and aldric speer [top to bottom]