Outside In & Nature of Things Announce Opening of Flagship in SoHo

November 3, 2026  by Karen Parrish in Business Strategy, Industry   

Designed in collaboration with Shanghai-based F.O.G. Architecture, the project marks the studio's first completed work in the United States. Known for creating spaces that blur the boundaries between interior and exterior environments, F.O.G. developed, working closely with lighting design studio TM, a spatial concept organized around a dialogue between earth and sky, translating the identities of both brands into a cohesive architectural journey.

“This was a rare opportunity to design beyond the visual, to think about how a space can engage people on multiple levels at once,” says Leilei Wu, partner in charge at F.O.G. Architecture.

Each space is designed to unfold gradually, encouraging movement and engagement. “The lighting strategy unites the flagship through a dialogue between earth and sky. Illumination rises from below within Nature of Things and descends from above within Outside In, with the two approaches gradually converging through shifts in warmth, intensity and atmosphere”, says Alex Miller, founding partner at TM.

"We approached this project as an opportunity to give Outside In and Nature of Things their own distinct architectural identities while allowing them to exist in conversation with one another," says Carisa Janes. "F.O.G. understood how to translate Nature of Things’ connection to the natural world alongside Outside In’s belief in light as a source of inspiration, creating a space that feels cohesive, unexpected and entirely specific to both brands."

Spanning 2,125 sq ft, this ground-level flagship brings the complete portfolios of Outside In and Nature of Things together under one roof while introducing new gathering spaces to the SoHo neighborhood. Separate street entrances establish each brand's distinct identity before the spaces converge within.

Conceived as a departure from conventional retail, the project explores how architecture and light shape emotion, behavior and experience. Rather than centering the design on product display alone, F.O.G. created a sequence of environments that encourage visitors to slow down, engage more deeply and spend time within the brands' world.

LIGHTING AS ARCHITECTURE

Developed in partnership with TM, “the lighting strategy unites the flagship through a dialogue between earth and sky. Illumination rises from below within Nature of Things and descends from above within Outside In, with the two approaches gradually converging through shifts in warmth, intensity and atmosphere”, says Alex Miller, founding partner at TM. “The lighting strategy combines intensity with adaptability, creating a uniquely immersive environment that enhances the consumer experience. Lighting becomes a storytelling element within the architecture, transitioning from spaces where it emanates from the ground to others where it filters down through stretched fabric ceilings. The result is a sensory sanctuary that offers respite from the city beyond. More than a technical framework, lighting serves as a narrative that explores the relationship between the human body and its environment, weaving together the qualities of earth and sky.”

THE ROOMS:

NATURE OF THINGS FLAGSHIP

The Nature of Things space is expressed through grounded forms, tactile surfaces and organic textures. Custom curved loofah walls, composed of individually hand installed loofah, wrap the interior in a continuous textured surface that is accentuated through integrated lighting. Softened geometries and carved Italian limestone elements define the architecture, culminating in a monolithic wash station milled from solid stone. The sculptural element combines a cantilevered zero-entry wash surface with an organically carved basin, transforming product testing into an immersive tactile experience that invites touch and reinforces the brand's connection to the natural world.

OUTSIDE IN FLAGSHIP

Where Nature of Things absorbs light, Outside In’s retail space is designed to harness and amplify light. A sweeping coved ceiling culminates in a luminous oculus, while smooth and textured Italian limestone are detailed with concealed integrated lighting to emphasize depth and materiality. Electrochromic storefront glazing transitions between transparent and frosted states, balancing privacy while preserving natural daylight. Bespoke consultation vanities feature calibrated vertical lighting for precise shade matching, while underlit shelving present the products with clarity and precision. The result is a retail environment where light is not simply an illumination strategy, but the defining architectural language.

FRAGRANCE GALLERY

At the meeting point of the two flagship spaces, a dedicated Fragrance Gallery is designed around the idea that light shapes perception. Deep recessed wall and ceiling coves conceal integrated lighting, creating a calm, immersive environment that evolves through synchronized lighting transitions. Minimalist architectural detailing and a custom scent wall with sculptural apertures heighten awareness of scent, transforming fragrance exploration into an intuitive, interactive experience.

OUTSIDE IN CAFÉ

The café introduces a new way to engage with the brand through architecture, light and hospitality. A monumental quartz island coffee bar anchors the space, while a stretched-fabric ceiling diffuses light overhead to create soft, even illumination. Three vertical windows and two floor-to-ceiling glass doors invite daylight in, while curved walls of frosted glass envelop the café, filtering light throughout the space and adding a sense of warmth and openness. Together, these architectural elements bring the outside in, establishing a carefully calibrated interplay of natural light and materiality, balanced with stone, sandblasted stainless steel and white oak furnishings. Custom cups, saucers and plates designed by Outside In bring the brand’s design language into the café, complemented by a curated selection of ceramic works by Japanese born artists Yuka Ando, Akiko Hirai and Tomoko Sakai. Chosen for their shared appreciation of natural variation, tactile materiality and the beauty of the imperfect, the works bring the Outside In philosophy into the physical environment. Each piece reflects the individuality of its maker and the unpredictability of process—an expression of beauty that feels lived-in, distinctive and human.

HIDDEN GARDEN

Extending the flagship experience beyond its interiors, the Hidden Garden offers a quiet outdoor setting designed to extend the flagship outside. The space is framed by lush greenery and centered around a Crepe Myrtle that brings softness and shade to the garden.

Sustainable grey Accoya wood decking, selected for its durability, weather resistance and timeless appearance, grounds the landscape while creating a seamless transition from the café. Together, the layered planting, wood tones and relaxed setting invite guests to linger within the Outside In world.

Hours of operation:
Outside In Café
7am - 5pm - Monday – Friday
8am - 5pm - Saturday & Sunday
*The Hidden Garden will open during café hours, weather permitting.
Outside In Flagship
11am - 7pm - Monday – Saturday
12pm - 6pm – Sunday

Nature of Things Flagship
11am - 7pm - Monday – Saturday
12pm - 6pm - Sunday