Re/Done Launches Innovative SoHo Store with AI and Vintage Charm
By Editor • September 11, 2026 • 1 min read
Re/Done has unveiled its first retail location in SoHo, New York, merging vintage aesthetics with cutting-edge technology. Located at 475 Broome Street, the store features an intriguing checkout system where a beautifully crafted table doubles as a transaction point, utilizing RFID technology to streamline the shopping experience.
As shoppers browse through the curated collection, they can simply place items on the table, which automatically detects them and adds them to their mobile carts, thanks to hidden RFID scanners beneath the surface. The seamless integration of technology is designed to enhance the nostalgic atmosphere of the store, reflecting Re/Done's ethos of revitalizing vintage denim.
Collaboration with Tech Giants
This innovative approach is a product of collaboration between Re/Done, N4XT, and SAP, aiming to transform retail into a data-driven insight generator. The store, open from September 11 to 30, will showcase the debut collection 'Kaia Volume 1,' developed in partnership with model Kaia Gerber.
Andre Bechtold from SAP highlighted the importance of utilizing real-time data to understand consumer preferences better, moving beyond traditional point-of-sale data to capture insights from customer interactions within the store. This includes tracking garment locations and customer inquiries for different sizes.
Enhancing the Shopping Experience
The SoHo location also features AI-enabled styling tools, including interactive mirrors for virtual try-ons and screens in fitting rooms to assist customers in finding the right sizes or similar items. While the technology enhances the shopping experience, Bechtold emphasized that human interaction remains crucial to providing a personal touch.
Phillip Prado, CEO of Re/Done, expressed optimism about the store's potential to inform future expansions of similar technology in their other locations. He believes this innovative retail model could pave the way for a new era in how consumers engage with fashion brands.
Source: wwd.com
