British contemporary fashion brand Whistles has found a home in New York’s SoHo neighborhood. With a new store clocking in at 1000 square feet, and houses Whistles womenswear collection, Limited Edition, footwear and accessories.

The new SoHo location has a bespoke interior concept, designed in collaboration with London based art, design and fabrication studio — Matter. Characterized by Whistles’ signature contemporary approach, the space has a gallery-inspired aesthetic, taking influence from sculptural references and using an artisanal approach to create handcrafted fixtures. The central rails form a key focal point as the frames emerge from sculptural forms, shapes and materials, each one unique to the other.

Large scale paintings designed by British multi-disciplinary artist Rosie Tonkin grace the walls, exclusively commissioned in bright, bold graphic designs to contrast perfectly with the stores palette of pale pinks and soft neutral tones. The shop also features Whistles limited edition collections, ranging from their chic dresses to luxe winter coats.

“We are really excited to be opening our first standalone store in New York. North America is a key market for Whistles and forms a crucial role in our US expansion plans. Since entering the US market in 2014, we have built a loyal, ever growing customer following who love our distinctive designs and effortless approach to dressing. It’s fantastic we can now offer our full collections in the US for the first time!” Said Helen Williamson, brand director of Whistles.