Telfar, the brand behind the iconic “Bushwick Birkin,” is set to open its first flagship store in New York City on November 23. Located in Manhattan’s Soho neighborhood at the corner of Canal and Broadway, the store promises to redefine retail with a dynamic, interactive shopping experience.
Interactive Telfar Shopping Experience Unveiled in Soho
The 10,000-square-foot space embodies the innovative vision of Telfar Clemens, the brand’s founder, and creative director Babak Radboy. “I’m a 360 brand that makes everything from bags, clothes, jewelry, accessories, everything,” Clemens shared. “I want to have everything under one umbrella and actually have the full vision.” The new flagship store achieves this goal by bringing Telfar’s products and creative ethos together in one immersive space.
A standout feature of the store is its in-house TV studio, inspired by the brand’s TELFARTV channel. Shoppers can create their own content, which will be displayed on digital screens throughout the store in real time. Clemens describes the space as “an interactive store,” emphasizing that there will be “lots of things going on.”
The store also includes a bag bar designed to resemble a Chinese takeout menu, showcasing every Telfar bag ever made. Additionally, there’s an exclusive “off-menu” section offering unreleased designs. This unique setup combines Telfar’s practical aesthetics with its knack for subverting traditional fashion norms.
Fashion enthusiasts will also find a cocooned area featuring the label’s ready-to-wear designs, making the flagship a one-stop destination for all things Telfar. “Come to the store, get what you want, hang out with us,” Clemens encouraged.
Telfar’s flagship opening is more than just a retail debut. The location—historically known for counterfeit luxury goods—makes a bold statement about authenticity. “There is still a difference between fake and real,” the brand asserts, staking its claim as a leader in accessible luxury.
From Beyoncé’s lyrical shoutout in Summer Renaissance to Oprah Winfrey’s repeated endorsements on her “Favorite Things” list, Telfar’s influence continues to grow. This flagship store marks a significant milestone, blending technology, culture, and fashion into a truly modern retail experience.
Telfar’s Soho flagship opens its doors on November 23.