Korean entrepreneur Haeyoung Cha's fragrance brand, Nonfiction, established in 2019, has recently unveiled its first North American flagship store, a thoughtfully designed space located in New York City's vibrant Lower East Side. Cha's journey to finding this prime location was serendipitous; during a scouting trip to New York, she stumbled upon a sun-drenched corner storefront that immediately captivated her, despite it not being on her agent's initial list. This chance discovery led her to directly contact the landlord, securing the ideal setting for Nonfiction's expansion.
The new flagship marks a significant milestone for Nonfiction, which has already garnered substantial popularity in Asian markets like South Korea, Japan, Hong Kong, and Thailand for its exquisite perfumes and skincare products, characterized by natural ingredients and minimalist retail environments. To establish a distinctive presence in New York, Cha sought to create a store that felt inherently integrated into the neighborhood's fabric rather than appearing ostentatious or overtly new. She enlisted the expertise of Charlap Hyman & Herrero (CHH), an award-winning design firm renowned for its nuanced approach to blending historical and contemporary influences. Architect Andre Herrero of CHH described their vision as crafting a 'gallery-like' atmosphere, prioritizing a residential feel over a stark, modern 'white box' aesthetic. Their inspiration drew from notable 'domestic art-space interiors,' including Pierre Chareau and Bernard Bijvoet's Maison de Verre in Paris, Carlo Scarpa's museum displays, and Philip Johnson's Houston residence for John and Dominique de Menil.
The Nonfiction store, while initially presenting a minimalist impression with its lime-washed walls and polished finishes, gradually reveals a sophisticated interplay of elements upon closer inspection. The glossy, oxblood-red tiled floors introduce a vibrant color accent while grounding the space. A central wooden table, a custom Queen-Anne style piece designed by Doug McCollough, elegantly showcases Nonfiction's perfumes. A hand-washing station at the rear features tiles adorned with hand-painted black roses by artist Pilar Almon, mother of CHH principal Adam Charlap-Hyman. These traditional accents are cleverly contrasted with sleek, modernist details, such as stainless steel shelving reminiscent of Maison de Verre's facade, displaying creams, haircare, candles, and gift sets. A sculptural triangular volume conceals a stairwell, and a custom, ceiling-height tubular column light bathes the space in a soft glow, all contributing to what Herrero describes as a 'compositional array of objects on this cool glossy floor.' Furthermore, Cha emphasized the inclusion of works by Korean artists, including an abstract aluminum chair and a glowing fiberglass and resin sconce by New York-based designer Minjae Kim, and a painting by Chulhwa Kwon within an antique frame, integrating a unique cultural dimension into the store's overall design.
Nonfiction's new store in New York's Lower East Side stands as a testament to the harmonious blending of diverse design philosophies, creating a space that is both refined and deeply rooted in its surroundings. This thoughtful approach not only enhances the brand's aesthetic but also offers visitors an experience that transcends mere commerce, inviting them into a world where design, art, and personal narratives converge. It underscores the power of creative vision to build spaces that resonate, inspire, and foster a genuine connection with their audience.