Cult streetwear brand Off-White has just opened a new retail location in New York City’s Soho neighbourhood.

The new location, named Em Pty Gallery, takes its inspiration from art galleries in the area and feels more like an exhibition space than a store. With lush foliage throughout and much of the product displayed in glass boxes like art objects, it’s definitely a new take on shopping. The store even has a takeaway gallery brochure and a submission box where you can leave comments for the designer, Virgil Abloh. In the future the gallery will also exhibit work from up and coming artists.

Check out a few shots of the cool new space below.