Luxottica's First Luxury Sunwear Store, Ilori, Opens in New York's Soho

In approximately 2,400 sq. ft. on its main level, Ilori showcases selected sunwear styles from 38 different collections, including both non-Luxottica and Luxottica brands. Collection branding, with notations for 'exclusive editions' is subtle, limited to small name plaques for brands, while the overall space emphasizes the Ilori brand, trends and environmental theme, which, this season is based on fire and heat, 'inspired by the solstice,' pointed out Michael Hansen, general manager.

The main floor, using white and gilded walls, and Ilori's signature colors of aubergine and lime green accents, also features multiple video images of the fire theme, speciallly-commisioned art sculptures and a range of illuminated frames and accessory items in the store designed by Craig Nealy Architects, who are known for their work with the Louis Vuitton retail stores. No sunwear is displayed in the windows.

Downstairs is another 1,000-sq.-ft. VIP area, a lounge for private fitting sessions and special events and trunk shows, which will be major initiative at Ilori, Hansen said.

Retail prices for sunwear sold in the new stores will climb from an opening point of about $200 up to special items as high as $10,000. The company has no specific plans to offer Rx sun lenses at Ilori, although such lenses might be made available as a customer service, Hansen said.

'Ilori,' which is an African word for 'special treasure,' is a new concept initiative for Luxottica Retail's sun division, and the Soho location will be followed by another flagship on Los Angeles' Rodeo Drive plus six additional boutiques in Maui and Honolulu, Hawaii, Carmel, San Diego and San Francisco, Calif., Chicago, Ill., Short Hills, NJ, Philadelphia, Pa. and San Juan, Puerto Rico by the end of the year. Luxottica executives have said the company's goal is to open from 100 to 150 Ilori stores in the U.S. within three years. They also did not rule out the possibility of taking the concept beyond the U.S. eventually.