Interior of 452 Broadway with two employees and owner Mrs. Chen

Welcome to SoHo!

Our new SoHo flagship location is officially open!

We kicked off May and AAPI Heritage Month by opening the doors to our newest flagship store at 452 Broadway for the first time. We admit it was bit of a mad dash to get there as we closed up shop in TriBeCa/Chinatown, moved our goods and furnishings, and worked hard to set up a beautiful space. But we did it, and were so happy to see friends and fans come out to celebrate with us.

Here are some highlights!

Wilkie and Mr. Chen moving first goods into 452 Broadway

VP Wilkie Wong and founder Mr. Chen move the first goods into the store

Vadim installing lightbox at 452 Broadway

Vadim Rabinovich installs a lightbox

"Proud to be Asian" light box at 452 Broadway

Carol Lim of Opening Ceremony at 452 Broadway

An early visit from Pearl River friend Carol Lim of Opening Ceremony

Caroline models tote bag at 452 Broadway

Caroline models our commemorative tote bag

Sucklord and Joanne at 452 Broadway

A visit from toy designer Sucklord

Pierre and Caroline at 452 Broadway

Mr. Chen on high ladder at 452 Broadway

First day crew at 452 Broadway

Mr. Chen arrives like a celebrity

Joanne celebrating with first customers at 452 Broadway

First customers!

Joanne with Christine Wong and daughter

Plantiful Plate author Christine Wong and daughter

Joanne with Prisca Choe, Grayson Chin et al at 452 Broadway

Grayson Chin, Prisca Choe, Joanne Kwong, and Melissa Ip

Justin Theroux, NY Nico, and Joanne at 452 Broadway

Justin Theroux and Nicholas Heller

Justin Theroux with Mrs. Chen at 452 Broadway

Justin Theroux with owner Mrs. Chen

Pearl River family at 452 Broadway

We're open every day between 11 a.m. and 7 p.m., and are located at 452 Broadway between Grand and Howard Streets. See you soon!

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Posted on May 06, 2021
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