How Warby Parker turned its flagship SoHo store into a living gallery

For years, Warby Parker’s flagship store in SoHo, New York City, has been more than just a shop: it was the brand’s first foray into the physical world, a space that captured its literary roots and playful design ethos. Since opening Greene St., Warby Parker has expanded its presence nationwide, with over 270 stores designed to reflect the same balance of civic beauty, accessibility, and local influence. Now, 15 years later, the brand is revisiting its Greene Street flagship, having evolved it into a gallery-like space filled with original art while staying true to its bookish DNA.

“We’ve always believed design should be both thoughtful and fun,” says Neil Blumenthal, Warby Parker’s co-founder and CEO. “This redesign is about refining what we’ve learned while celebrating creativity in a more immersive way.”

From day one, Warby Parker wanted to make its stores not just retail spaces but experiences. The Greene Street store, for instance, originally drew inspiration from the New York Public Library, complete with reading lamps, bookshelves, and literary nods that reinforced the brand’s storytelling roots. The company’s playful visual identity is rooted in curiosity: even its signature Warby Parker blue is based on the blue-footed booby, a bird known for its eccentric charm.

While each store is unique to its location, Warby Parker's retail spaces are united by a commitment to blending utility with beauty. “Historically, when you walked into an optical shop, they were often nondescript, sometimes a little clinical, and didn't really answer for the identity and fashion of the product,” Neil tells us. “So we wanted to change that.”

From the terrazzo-tiled floors and brass lamps to artist collaborations and unexpected design touches, every store is designed to be an inviting, discovery-filled experience. That spirit of immersive design carries across locations: in Los Angeles, the brand’s Abbott Kinney store embraces an airy, West Coast aesthetic, while its Boston location nods to the city’s historic brownstones. Even Warby Parker’s newest shops (such as those in Hudson Yards and Long Island City) continue to experiment with space, balancing function with moments of artistic surprise.

As the company has grown it has naturally refined its approach, learning what works and what doesn’t. The redesigned SoHo store is a culmination of these insights, blending nostalgia with a forward-thinking creative vision. “We’ve developed a deeper understanding of how design can shape a customer’s experience, and this store is a reflection of that evolution,” Neil explains.

The new space moves beyond just bookshelves, venturing into something of a curated gallery. Warby Parker has collaborated with artists like Geoff McFetridge, whose distinctive, illustrative style has been integrated into multiple stores, including this redesign. The store features custom artworks and installations from the local New York art scene, reinforcing Warby Parker’s belief that great design should be both accessible and inspiring. Think Gabriel Alcala, Andy Rementer, Anastasia Inciardi, and much more.

The goal? To create a moment of pause in the digital age. “We want people to stop, reflect, and be immersed in something that sparks joy,” says Neil. The redesign still maintains its literary DNA but blends it with an evolving artistic vision, reflecting Warby Parker’s belief that eyewear, like art, is about perspective.

Beyond the art, subtle design choices reinforce the sense of storytelling that has always been key to Warby Parker. There are elements of play woven throughout, from unexpected details in the furniture to interactive installations that invite customers to engage with the space in new ways. Rather than a transactional retail environment, the store feels more like a destination – one that encourages curiosity, creativity, and connection. “We want every visit to feel like an experience, where even small details create a sense of delight and discovery,” says Neil.

Warby Parker has always been about more than just glasses. As a lifestyle brand, they’re all about storytelling, creativity, and making the everyday feel more considered. The Greene Street redesign is both a nod to the past and a step forward, proving that even an eyewear brand can blur the lines between retail and art. Whether you walk in for a new pair of frames or just to take in the space, Warby Parker’s SoHo store is now a living, breathing part of the city’s creative landscape. “This isn’t just about selling eyewear…it’s about shaping how people experience design in their daily lives,” Neil concludes.