The Awards Series 2022: THIERRY LASRY
The BLLA Team sits down with THIERRY LASRY, Winner of the Boutique Business of the Year Award! Hear from the perspectives of the founder, Thierry Lasry, and the architect, Larry Cohn!
BLLA: What is the mission statement of your company?
TL: Thierry Lasry is built on the brand’s unique design choices and sophisticated taste. By staying authentic to its core following and inviting new guests to discover the eyewear in the natural Thierry Lasry habitat, the product and the store function at the highest standards of craftsmanship, lifestyle, luxury, and experience. The assortment feels rare, and the moment feels exclusive.
BLLA: How does your company embrace the boutique lifestyle?
TL: We only have two shops worldwide. New York and Paris, where our offices are located. The experience and lifestyle of boutiques each suit the cities. Our eyeglass shops are often a destination but duly cater to casual walk-ins and any interests in between.
LC (Principal at Shadow Architect): During the initial discussions on the design a few years ago, Thierry emphasized the need to make shopping in the store an experience. The wallpaper, the furnishings, the music, and of course, the vibrant glasses on display create an atmosphere for the brand’s New York identity.
TL: Our Soho shop was ready to open on the same day NYC began shutting its doors for Covid in March 2020. For nearly two years, we waited for Soho to return to the pre-pandemic traffic we knew when we planned to open the store; some days, we still wait. New York always surprises us. We had the opportunity to get to know our customers and neighbors and introduce so many new people to the brand during this time. This is our idea of a boutique lifestyle.
BLLA: Why does your company believe in the boutique movement?
LC: The boutique movement requires a level of engagement with customers and an overall shopping experience that sets the store apart from mainstream shopping.
TL: As you walk into the Thierry Lasry store on Lafayette, immediately there is color, duality, energy, comfort, and inspiration! You will find a bookcase filled with a part of my collection of books about art, fashion, and music mixed with toys and media – integrated into archived collaborations from the brand.
Aside from the glasses, the main attraction in the store is the animal plushy covered chair created – sat in by plenty but loved by all. Bear bricks adorn the store with character. The white subway tile walls contrast the hand-laid stone floors. The back wall features a mural by the legendary artist Faust painted in black and white in French. As a nod to my Parisian roots, a classic French song lyric le soleil brille a pleins feux mais je ne vois que tes yeux is scrolled in graffiti using Faust’s famous hand style). In reverse, on the outside of the store, around the windows – is the English translation meaning, The sun is shining brightly, but all I can see are your eyes. You can have a seat on the couch or matching chairs, enjoy the coffee table reads we have, or let one of the experts select the best frames for you. The option to shop the wall or the tables, just like in a department store, is quite unusual for an eyewear boutique.
We re-merchandise all the time. The store always looks fresh and new every time. The vibe is fun; our team is happy to be there; the selection is the biggest and best of the brand anywhere; you can add your RX, take lots of selfies and add joy to your day. And if you are lucky, I might just be on the floor to help you when no one expects it.
BLLA: What are some exciting projects you are working on now?
TL: We have a lot of collaborations coming out over the next few months! We are excited to find creative ways to display them in the store and re-invent some parts of the space. The Holiday Season will be a wonderful time to stop by the store and see some newness and change!
BLLA (Boutique & Luxury Lodging Association)
Established in 2009, the Boutique Lifestyle Lodging Association (BLLA) is the world's most innovative and influential association for independent boutique hotels, brands, and suppliers. Dedicated to championing the unique essence of boutique hospitality, BLLA offers its global membership base unparalleled networking opportunities, industry insights, and advocacy initiatives. With a mission to elevate and empower independent hotel owners and operators, BLLA continues to shape the future of hospitality through innovation, collaboration, and excellence. The organization is a pioneer in forecasting the boutique movement. The corporate manifesto showcases BLLA as a catalyst for trends and the future of the boutique lifestyle, with a focus on hospitality. BLLA.org BLLA LinkedIn BLLA Events LinkedIn
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