In a combined effort among the creative teams of both Etiqueta Negra and Point Design ,the Argentinean luxury brand launched its lavish U.S. début with a flagship store in the heart New York City's Soho neighborhood. Incorporating Etiqueta's identity and In keeping with the building's vintage exterior, the store was designed with a 100 year old rough hewn wooden floor to look as if it had been there from the beginning. Shelves were custom build and are piled with antique luggage and other weathered curios including five time F1 world champion Juan Manuel Fangio's Alfa Romeo. The store feels expansive, if a bit dark, moody and rugged like a former factory or a stable to compliment the brand's fashion collections.