First Versus Versace store opens in New York City, and new stores open in London and Paris. The London store will be in the Shoreditch district, Paris on Boulevard Saint-Germain, and New York City in Soho.

All stores are reenvisioned with a new concept conceived by Donatella Versace in collaboration with the English architect Carmody & Groarke, artfully expresses the brand’s inseparable link between tangible product and virtual content. For instance, in lieu of store materials, spaces and retail display an immersive installation of two-way mirrors well balanced in delicate brass frames achieves the spectrum of the Versus Versace collection, customer and streamed on-line content. Since its inception, the Versus Versace community lived their lives online as the label that captured the rock ‘n’ roll spirit of Versace, for the digital generation.

But back to The Big Apple, to celebrate the New York City opening, the brand will host a live-stream event at their new 75 Greene Street location on Saturday, September 19th at 3pm EST showing the Spring/Summer 2016 runway show while it occurs in London. Plus, select looks will be immediately available for purchase.

The digital spirit is underlined by devices all around the stores, why not celebrate its open in a digital fashion as well.