Quiksilver opened a concept store last Friday, February 20, in SoHo, NYC, to showcase its women’s collection. Quiksilver’s women’s line takes over 800-square-feet of the existing Quiksilver SoHo store to create a “boutique-within-a-store” named “QSW Mercer” for its private entrance on the well-known cobblestone SoHo street. QSW Mercer will stock the Quiksilver women’s Spring collection, including a full range of silk dresses and tops, knits, wovens, denim, essentials, organic-cotton tees and handbags co-designed by Lesa Wallace.

The space has a cozy boutique feel with a lounge area where champagne and water is served to customers as they shop, and a Quiksilver women’s personal shopping assistant is on hand to advise on fits, styles and outfit ideas. CC Sheffield, a Quiksilver Woman, supplied eight images that she personally shot, which were blown up and are now on display in the store. The images are a collection of CC’s and represent the various “journeys” that a Quiksilver Woman might be going through.