NONFICTION Lands in NYC: Discover the Exclusive Brick-and-Mortar Store in the Lower East Side

The fragrance brand NONFICTION has opened its first brick-and-mortar store in the United States, located at 38 Orchard Street in the Lower East Side of New York.

This event represents a significant step in the brand's expansion, which previously operated primarily online and in international markets. The choice of New York and, specifically, the Lower East Side, reflects the brand's desire to connect with a diverse and culturally rich community, similar to its origins in Hannam-dong, Seoul.

The store's design was created in collaboration with the architecture and design studio Charlap Hyman & Herrero.

The space is characterized by a mix of modern and classic elements, with limewashed walls contrasting with glossy oxblood-tiled floors. A central niche with a hand-painted black rose, created by artist Pilar Almon, is one of the focal points of the design. In addition, bold geometric shapes and furniture from different eras are incorporated, such as a contemporary mahogany table by Doug McCollough and an 18th-century Queen Anne candlestand.

NONFICTION's store in New York offers a complete sensory experience, with a wide range of products, including its 22 signature fragrances.

In addition, the store features an exclusive perfume tag for New York, adorned with the rose motif and scented with THE ROSE. The collection includes eau de parfums, as well as a selection of home, haircare, and bodycare products developed with renowned international perfumers.

NONFICTION founder Haeyoung Cha selected the Lower East Side of New York for the store's location because of its rich history and vibrant culture.

Cha, who resided in New York, was looking for a place that reflected the essence of the brand and its focus on reflection and sensory experience, similar to the brand's origins in Hannam-dong, Seoul. The choice of the Lower East Side underscores NONFICTION's commitment to connecting with diverse and culturally significant communities.

The store's design was conceived as a place to pause, reset, and reconnect.

The combination of modern and classic architectural elements, along with the careful selection of fragrances and products, creates an environment that invites reflection and sensory enjoyment. The store seeks to be a refuge in the bustling city, offering a space for customers to immerse themselves in the NONFICTION brand experience.