Alex Moss New York

The Vision for 15 Mercer

When I read about Alex Moss in the New York Times, I was struck by his chutzpah and confidence.
Here was a young designer who struck out on his own after a short apprenticeship and was creating bespoke jewelry for a who's who of A-listers—Justin Bieber, Drake, and beyond.

I knew instantly: this brand belonged in Soho.

After several attempts, I secured a meeting at their Diamond District showroom. My pitch was simple: "Give me 30 minutes and a quick walk through Soho. I have a vision for your flagship." They agreed to a meeting, which was... memorable. Within minutes, I somehow managed to flip myself backward out of a chair and landed flat on the floor. After the making sure I was not hurt and letting the laughter die down, they agreed to the tour, which we did the next day.

The best space was saved for last: 15 Mercer Street. The space had a colorful past—at various times a gallery, a shady club with a stripper pole in the basement, and most recently, a denim shop and factory. The attributes were ceiling heights of 16 feet on the ground floor, a Lower Level suitable for retail or office use and a landlord willing to make needed concessions for the time and costs of a high end buildout. 

They took it. Alex and his team began the transformation, turning the raw space into their vision of a sexy, upscale VIP shopping experience, complete with breathtaking floor-to-ceiling black marble. The vast lower level was built out to house private showrooms and a design studio, with one much more austere office carved out for the more conservative of the two brothers, Jasper.

The store opened to massive buzz during Fashion Week 2025. Seeing the ambitious vision come to life, Jasper’s reaction said it all: "Can you believe how this turned out, my man!" It was the perfect fusion of a brand's bold vision and a building's hidden potential.

SECTOR: RETAIL
CITY: NEW YORK
HEIGHBORHOOD: SOHO
FEATURES: 16' ceilings, discreet storefront, full lower level for VIP showrooms, offices, and design studio.

Photos courtesy of Alex Moss