AS IF Interviews Denise Williamson Her Event Concept Space, 180 The Store

FASHION

TRIBECA’S HIDDEN GEM, 180 THE STORE

MAY 23, 2019

WORDS

by KRISTOPHER FRASER

PHOTOS

COURTESY of 180 THE STORE

Tribeca has a hidden gem for some of the rarest fashion items in New York City. 180 The Store, founded by Denise Williamson, has developed a cult following from local residents to tourists who come wanting unique pieces they can’t get anywhere else. The event and retail concept space is Williamson’s brainchild, and grew out of her PR firm, Williamson PR, which she’s had for over 20 years alongside her wholesale company which she started at the same time.

180 The Store grew out of her desire to find more ways to be able to promote designers and being more effective in the way they are promoted. Designers who are part of 180 The Store have the opportunity to do shop-in-shops, trunks shows, and curate in-store installations however they like called creative residencies. Every two to three weeks the front of store features a new installation by a different designer that is designed out based on their own objectives and needs, and has become an amazing way to bring international brands over to the United States and give them exposure.

“It’s a great way from a consumer standpoint to give brands express to press and for other wholesalers,” Williamson said. “The industry has changed a lot, so we wanted to be more effective.”

Although 180 The Store sells clothes, they are far more than just another retail store. “We’re able to do a lot more with in than just retail,” Williamson said. “We’re an event space, we’re a space able to tell a story. We promotions, and in between all that we do retail. It’s always changing in here, and we are always pushing forward and doing different things.”

Many of the brands featured in her store are brands that they have worked with, and are also PR clients. Williamson, who is also a world traveler, also finds unique, independent brands she procures for the store.

180 The Store

While the majority of the product in the store is more luxury, Williamson says it’s not about price point, but it’s about the way things are made. “You can craft a beautiful bag for a certain price point, but it’s more about the story behind it, the thought process and the way it was designed.”

In addition to apparel, the store has also featured blown glass designers, contemporary artists, photographers, lighting designers, and furniture designers. 180 The Store can see a whopping 13 residencies in one year. Some pieces are even incorporated into the store afterwards and continuously solid throughout the season. The store’s only been open a year-and-a-half, but many of these brands intend to continue their partnerships with the company because the response has been phenomenal.

When customers walk into 180 The Store they should know that everything is for sale, from the art on the walls to the furniture they are sitting on. Communication is one of the key components of 180’s sales strategy, as sales are association must work to drive product that isn’t just on the racks. “This is why brick-and-mortar is still important, to be able to come in and upsell somebody, teach them, and give them a place to learn where they can buy these type of products,” Williamson said. “It sets a lot of conversations and we have great salespeople here who are very product knowledgeable.”

Denise Williamson at her boutique 180 The Store

“You can craft a beautiful bag for a certain price point, but it’s more about the story behind it, the thought process and the way it was designed.”

–Denise Williamson–

180 The Store

In a world where the fashion industry is becoming increasingly globalized, 180 The Store is so fitting for a conversation about retail, business, economics, and culture right now. “It’s wonderful we can move about with no constraints,” Williamson said. “I think that’s the way people should live. We should be able to travel, discover, and bring things here that show what you found. We can work from any points of the world right now. It’s a sense of freedom.”

As for what she wants for her store next, Williamson says, “I just want for us to keep representing designers that we love, and give them the opportunity to display and tell their story.”

180 The Store