“Unlike pop stars, wives of tech moguls haven’t stormed the runways… since Phi founder Susan Dell, wife of Dell Computers magnate Michael… with her three season new label that has quickly established itself.… What better way to showcase the brand’s architectural influence than by building Phi’s own 3,300 square foot emporium in Soho.… Definitely not a penny pinching ordeal, the project called for rehabilitating a century old building and transforming it into a sleek setting adorned with the original detailing, floating holoclear screen display abstracted images of various ensembles amid preserved columns with Corinthian capitals. Walls of reclaimed brick that stand opposite an expanse of custom-made tinted glass provide a striking contrast that resounds throughout the space.”

PHI
71 Greene Street, NYC