LONDON and NEW YORK—After over a decade at 110 Mercer Street in Manhattan, British eyewear brand Cutler and Gross has opened a new, larger store at 71 Mercer Street, according to an announcement from the company. This 2,400 square foot location is the first store to present the brand’s “new look,” which will be rolled out across its five other locations. Brothers Chris Leong and Dominic Leong of architecture studio Leong Leong designed the space, which celebrates the brand’s roots in 1960s London and brings in a modern feel, the company said. Chris Leong said, “We envisioned the store somewhere between an informal social club and a minimalist contemporary gallery. Customers can either lounge on one of the couches or wander around the space and explore the styles that line the walls.”

The space includes art from London designers from the ‘60s and ‘70s, as well as work from emerging artists and designers including Axel and Mélissa Chay, Philippe Malouin, Matthew Hilton, Verner Panton and ceramicist Nicola Tassi. Cutler and Gross partnered with Case Furniture, who worked closely with the Robin and Lucienne Day Foundation to rerelease the iconic Forum sofa. Exclusive to Cutler and Gross, the sofa has been reupholstered in a bespoke fabrication, the company said.

 
At the store, customers will be able to customize their frames with engraved messaging, pin detailing and metal hardware, alongside choosing from Cutler and Gross’ array of acetates or specialist buffalo horn frames, according to the announcement.

 
Cutler and Gross CEO, Jack Dooley, said, “New York has always been important to Cutler and Gross as a melting pot of fashion, music, art and literature. It was Tony Gross’s favorite city and provided the backdrop and inspiration for his earliest collections. We are delighted to be opening our new flagship store, which will carry the widest range of our products, from archive styles to retail exclusives and bespoke frames.”

Leong Leong said, “The new flagship store respects the brand’s storied heritage while boldly embracing the future, inviting customers to not just shop, but also linger and connect in a space that feels both familiar and constantly evolving.”