Stone Island's Flagship Store in New York City Inaugurates with a High-BPM Bang
- Pravin Nair
- Sep 30
- 2 min read
Guests convened in an immersive listening space for a series of genre-defying musical performances and live DJ sets by Charlotte Day Wilson and Annabelle Kline.

Stone Island is fully committing to its freshly remodeled flagship store in New York City. An established brick-and-mortar presence in SoHo for over a decade, the Italian brand has recently undergone a comprehensive renovation of its downtown NYC location, revitalizing one of its limited storefronts in the U.S.
The Stone Island NYC flagship has relocated from 41 Greene Street to 70 Greene Street. Created in collaboration with Samir Bantal, director at AMO, and Jason Long, partner at OMA NY, the elegant new store is intended to encapsulate the brand’s fundamental principles of “material research, community, and cultural programming” throughout its 3175 square feet of interior space.

Guests enter a gallery-style foyer before encountering the store's central hub, with an additional noteworthy alcove located down the curved ramp, which directs visitors to the lower level: a more intimate, immersive area designated for private fittings, appointments, and community events, alongside a speakeasy-inspired club space housing Stone Island’s Friendly Pressure: Studio One modular sound system, designed by Friendly Pressure.
The unique sound system was initially showcased at Stone Island’s Friendly Pressure: company One display at Milan Design Week in April, developed in collaboration with the London-based sound system company founded by Shivas Brown.

The store features a long, linear design with the Ghost, Marina, and Stellina sub-collections distributed throughout, aiming to create a sequence of spatial zones that "gradually shift in pace" – a principle that also influenced this weekend's Stone Island Sound Presents: Studio One_NYC event.
To inaugurate the new flagship, Stone Island hosted an immersive listening event for the local community, artfully integrating genres, sounds, and moods, including jazz, jungle, drill, and drum and bass. Stone Island Sound Presents: Studio One_NYC draws inspiration from the community, particularly from "the communal energy that ignites musical creativity." This initiative is rooted in Stone Island’s LAB & LIFE philosophy, where LAB signifies "rigorous material innovation" and LIFE represents "the identity, lived experience, and shared culture of the Stone Island community."
The Stone Island Sound Presents: Studio One_NYC included an immersive music space, surrounded by full-length black curtains and adorned with a sensory-enhancing deep purple carpet, showcasing DJs Charlotte Day-Wilson, Max Glazer, Annabelle Kline, among others.
“This new store solidifies our foundation for sustained growth in North America, a region with significant potential for our brand,” stated Stone Island CEO Robert Triefus. “Beyond a physical establishment, we have designed it as a dynamic environment for our community to engage, inhabit, and embody our collective culture, thereby contributing to the evolving narrative of Stone Island.”
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