A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“We had this loft area that was already built into the space and we had to figure out how to fill it in a way that was cool and visual. Lyndsey and I both have a major love of plant life, so the idea for a ‘futuristic jungle grow room’ was hatched. I installed a ton of cacti and other plants, and we built some custom pedestals at different heights. The light up there is purple not just because it casts an amazing glow, but it’s also a grow light to keep everything alive. The plants are maintained every week by a special plant guy.”

The store’s design complements the clothes perfectly.

A soft pink light glows throughout.

“Since Veda specializes in leather, we tried to add touches of that throughout the store to enhance the whole Veda vibe. The hanger straps were created by Team Veda. I had Lucite planter boxes made for the dressing room that we filled with crystals and air plants. This very amazing jacket was hand painted with an image of Patti Smith, by Alice Lancaster in collaboration with Veda.”

“The planters are a combination of styles found at West Elm and custom made by Team Veda.”

“There’s an iPad in-store that lets customers view the collection online, to see how certain Veda styles fit etc. We created a custom made wood pedestal and added a piece of the raw marble that broke off from the floor insert. It looks so future/nature to me.”

Can you say, Lost In Space?

So cool.

“Lyndsey wanted some minimal artwork in the store, so I suggested wrapping leather around a stretched canvas – so simple and easy!”

“Nelson Harst from Antifurniture curates a selection of books that are available for purchase at the Veda store. Lyndsey is a big reader, so this is totally reflective of her style.”

“We mixed the rugs with industrial-style lighting so it would still have an edge and not feel too precious.”

“The floor is my absolute favorite design element of the store. Lyndsey knew she wanted a poured concrete floor, so I introduced the idea of combining it with a second element. We found an amazing piece of raw marble in shades of pinks and greens at Puccio in Brooklyn (sadly, it’s no longer in business). I hoped to retain the live edge of the marble so we had it set into the floor as is and the concrete poured around it. I think it looks like a gem being unearthed from the ground.”

Michelle in her natural habitat.

“The very cool looking cash wrap / bench / storage area was designed and built in collaboration with Dan Grady Faires, who does an amazing job on a lot of Veda interior design projects. The pink sliding door was both an aesthetic and functional solve – there was a random door in the space that leads to a hallway, but we did not need it for any reason, so we removed the door knob (the actual door is still behind there!) and covered it with the sliding door. It creates usable wall space and also adds that perfect shade of pink into the mix.”

“These drink koozies are a collab between Veda and Carley Holtsinger.”

“The lobby is the first glimpse into the world of VEDA. There’s a sign board on the wall that can be easily changed with new text. Black Panton chairs and a concrete pedestal. The silver hide rug was sourced on Etsy.”

“The storefront is unique in that it’s split between two windows. We took advantage of that and created a custom made Veda neon sign that spans both windows and cleverly uses the entire space without feeling overwhelming. Neon sign designed by Arch & Loop and made by Let There Be Neon.”

The store is located at Howard and Mercer Streets in Soho.