Sigrid Olsen rolls out new signature store design.

More than 20 years after launching her eponymous label fusing fashion with art, apparel designer and retailer, Sigrid Olsen is opening her first Manhattan location and rolling out a new signature store design concept.

Working with architects at Pompei A.D., Olsen has employed a residential metaphor in creating an unusual new retail concept for the new store at 411 West Broadway in SoHo. Taking cues from her own seaside residence in Massachusetts as well as SoHo's artistic roots, the store is divided into intimate areas resembling a gallery-like living room/lounge area, artist's studio and a central space that, like a kitchen, is at the heart of the action.

The "lounge area" is adorned with personal touches, such as Ms. Olsen's artwork and framed vacation photos. The "artist's studio" features architectural lamps and flat painter's files displaying "basics", such as t-shirts. The "kitchen", which functions as the cash-wrap area, has handmade tiles, stenciled wood armoires and even an under-counter refrigerator to store bottled water for customers. And Ms. Olsen personally hand-stamped the walls of the dressing rooms with colorful decorative images that have become her trademark.

While the SoHo store retains the building's original architectural storefront, Sigrid Olsen stores opening in other areas of the country, including the recently opened location in International Plaza in Tampa, will take the home metaphor concept even one step further, welcoming customers through a porch-like entrance, complete with sliding French doors. Sigrid Olsen was represented by Virginia Pittarelli and Stephen Stephanou of Madison HGCD, New York and the landlord was represented by Caroline Banker of Douglas Elliman Retail Group.

An artist by training, Sigrid Olsen founded the brand bearing her name in 1984 and began introducing novelty prints and knitwear that sought to project fashion as an art form. Following 15 years of growth, Ms. Olsen in 1999 sold her company to Liz Claiborne, Inc.

Over the years, the Sigrid Olsen brand has grown to market a full range of apparel and accessories for women and, more recently, a home line featuring bed, bath and table textiles. The collections are now sold nationwide.