Staud Toasts the Opening of its First Store in New York City With a Group of Stylish Guests

Jon Zeiders, Sarah Staudinger, George AugustoDeonté Lee/BFA.com

On Thursday night in SoHo, a stylish group trekked through the rain to celebrate the grand opening of Staud’s first-ever New York City brick-and-mortar location. Nestled on the cobblestone streets of Greene Street, this is the L.A.-based brand’s second store location—their first having opened in 2021 on Melrose Place in California.

“The dream was to always have a physical space where the customer could experience the brand as a 360 to touch and feel,” the brand’s co-founder Sarah Staudinger told us. “Greene St. happens to be one of my favorite streets in New York. Our first showroom was on Greene, so it was very serendipitous when this place came up,” she continued. 

Along with George Augusto, Staudinger’s brand partner, the duo collaborated with interior designer Tommy Clements to design and create an intimate shopping journey for each and every customer. The store’s environment is nothing short of inviting, featuring upholstered walls, display shelves, and dressing rooms in beautiful bouclés, felts, and velvets to create different colored interiors that enhance the customer experience. “We worked with the interior designer that did my house in L.A.—it feels like home. I wanted to share that with the customers and create a backdrop that was neutral, but also told the story of the brand and we did that through different textures, subtle color blocking, contrast stitching on the shelves like on our handbags, but overall just warm cozy vibes that make you want to come hang out and try on every single thing,” said Staudinger. As for what’s on Staudinger’s shopping list for fall, the designer loves the brand’s new ‘Kiss’ bag, cozy knitwear, and sleek suede boots.

Inside the party, guests, many of whom were dressed in Staud’s newest FW22 collection, sipped on champagne and mingled underneath the warm ambient lighting. Some honorable party-goers included Judy Greer, Melissa Roxburgh, Annabelle Dexter-Jones, Justin Bartha, Tinx, Remi Bader, Leyna Bloom, Afro Child, Dylana Suarez, Natalie Suarez, Meredith Duxbury, Adam Bartoshesky, Adrianna Bach, Samantha Saba, Stacy London, and more.

The celebrations continued down the street at Felix, where small bites were served by Laila Gohar and dancing commenced courtesy of DJ Sam French.