Pret-a-Reporter

Ulla Johnson's First Store Is the Ultimate Cool-Girl's Hangout

Courtesy of Ulla Johnson
Ulla Johnson in New York City

Bask in bohemian bliss at NoHo's newest boutique.

Seventeen years after designer Ulla Johnson founded her namesake line, the New York native’s first brick-and-mortar shop is open, and it was well worth the wait. Johnson finds much inspiration in her global adventures, but staying true to her roots, she constructed her boutique on a tree-lined stretch of Bleecker Street, an area she has loved since she was a kid.

“We have built a lot of momentum,” Johnson told The Hollywood Reporter of the success of the brand that has made fans of Jennifer Lawrence, Margot Robbie and Alexa Chung. “It has become increasingly important for us to tell our story, to situate the clothes within an environment of our own creation and to be able to fully express our vision.”

Immediately upon stepping into the NoHo store, Johnson’s feminine and worldly aesthetic is brought to life. Saipua floral arrangements, to be installed weekly, complement blush-colored frocks, Peruvian knit sweaters and boho patchwork blouses patterned with a vintage Afghani motif. Lining the shop are stunning structural details — the work of architect Elizabeth Roberts and interior designer Alexis Brown — including a marble and raw travertine pass-through and coordinating baseboard moldings.

Essential to the Ulla Johnson ethos, hand-crafted and artisanal creations are abundant: of note, a futuristic glass light fixture by Lindsey Adelman, ceramics by Adam Silverman and Shino Takeda and paintings by Josh Tonsfeldt and Lily Ludlow. In addition to Johnson’s signature eyelet dresses, denim culottes, shoes, fragrance and accessories ($172 to $1150), the store also offers jewels by Pippa Small and Los Angeles-based designer Sonia Boyajian, who designed earrings for Johnson’s fall 2017 show.

From sheepskin seating to woven wall hangings, Ulla Johnson’s boutique is full of enticing textures — even the plush-look books jingle with the delight of a sequin-embellished Moroccan handloom fabric from Johnson’s spring 2017 collection. Thankfully, one doesn’t have to resist the compulsion to touch everything in sight, and photos are encouraged. Expect this New York spot to be popping up all over Instagram, and West Coasters, stay tuned: Johnson’s eyes are feasted on L.A. for her next dreamy, pale pink paradise.

15 Bleecker St., New York, New York; ullajohnson.com

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