Perfect Moment’s First Retail Store Set for NY

Perfect Moment Ltd. (London), a high-performance, luxury skiwear/lifestyle brand, will soon open its first retail store, in New York’s SoHo shopping district. Located at 42 Crosby St., the store will debut in October.

The store’s design “will reflect the collection’s blend of forward-thinking style and timeless heritage,” the company said in a news release. “As a seasonal store, it will remain open throughout the upcoming winter ski and holiday shopping season from October through April.”

“Our SoHo store marks a pivotal transition for Perfect Moment, enabling us for the first time to engage directly with our New York community,” said Perfect Moment Co-Founder and Creative Director, Jane Gottschalk. “The store will embody our commitment to innovation, blending our iconic heritage with forward-thinking style to create an experience that resonates with the local community. For the store opening in October, we will celebrate the vibrant energy of New York City as we bring our AW24 collection to life.”

Gottschalk describes the interior design for the new space as embodying the brand’s signature style of a seamless blend of fashion and function. Cool-toned metallic surfaces will evoke a wintery feel, while contrasted with a softer, translucent look.

The brand’s bright red will also punctuate the design, with key furniture pieces to be curved and lacquered in a deep, burgundy shade. The fitting rooms will enhance the shopping experience with large, AI-generated backdrops of a majestic alpine ski resort. Throughout the season, the SoHo store will serve as a hub for brand engagement with several events and marketing campaigns.

Founded in 1984, Perfect Moment was initially the vision of extreme sports filmmaker and professional skier Thierry Donard. In 2010, British-Swiss entrepreneurial couple Jane and Max Gottschalk took ownership of the brand.