MILAN — New York may seem a world away from the Sardinian town of Alghero, home of Antonio Marras, but for the designer, not so much.

“I have always loved New York, and it’s the city that resembles me the most because, like me, it never sleeps, and because it’s a place of encounters, exchanges and cross-pollination,” said Marras. “It’s the only one place I never really feel like leaving and, even though the landscape is its polar opposite, it reminds me of Alghero in both are melting pots — also, there’s the same light and the water of the Hudson [River] makes me think of the sea at home.”

It’s no wonder then that, as part of the brand’s international expansion, the designer’s first flagship outside Italy would open in New York.

Located in New York’s SoHo, at 121 Wooster Street in a 19th-century building, it covers more than 7,500 square feet, of which 4,300 square feet are dedicated to retail. The store’s soft opening took place on July 19, but an official event to mark the new unit will take place on Sept. 12 during New York Fashion Week.  

Speaking from the store via a video call ahead of the opening, Marras proudly pointed to some of the main features, enthusing about the SoHo neighborhood, highlighting its art scene and cultural environment.

“I’ve always felt at home in New York, and even more so in SoHo, where I’ve always stayed when visiting, and that’s how I conceived the boutique: as a home where hospitality comes first. I never think of a store only as a point of sale, but as a reflection of my aesthetic vision and universe,” he said.

Hence the furnishings flown in from Sardinia, mixed with pieces found locally — “everything feels as if it has always been here,” said Marras. Working on the space, which in the past hosted a Woolrich store and is located in the same block as a Jacquemus boutique, “was almost an archeological discovery. We found original architectural elements that were once again exposed, such as brick walls, cement grit floors and tile ceilings,” said Marras.

The entrance hall features a tribute to Sardinian artist Maria Lai, a Marras muse. It is a multifaceted and three-dimensional site-specific installation created by the designer, an ode to the millenary tradition of the Sardinian loom and weaving, made of ceramic and wood elements bound together by bundles of rope.

A large skylight inspired the creation of a greenhouse, furnished with pieces of Neoclassical and Baroque design, precious carpets, and a large crystal chandelier. Myrtle plants — prominent in Sardinia — were brought to the store and appear in handcrafted ceramic pots.

Marras paid homage to 20th-century Italian design with a table by Carlos Mollino and a Camaleonda sofa designed by Mario Bellini. Old hotel radiators were transformed into displays, as was a church banister found in a flea market in Italy.  

“When I look for something I don’t know what I am looking for but I know I will be able to make use of it,” said Marras. “Also, I like to find a connection with objects and elements that appear to be contrasting and dissonant and they should appear as if they had always been here.”

Enthusing about the “huge windows” on the street, the designer showed rugs from Sardinia, Versailles-like wallpaper, and a bar counter, all creating “a unique and unexpected” environment. So much so that he said “people very often want to buy the furniture in our stores.”

Opening in New York is also a logical business choice, since around 30 percent of customers are Americans shopping in the brand’s existing boutiques.

Since 2022 the brand has been part of the Oniverse group, founded and chaired by Sandro Veronesi. The financial muscle of the group has helped Marras develop a retail network.

Previously called Gruppo Calzedonia, Oniverse reported a 13.5 percent increase in 2024 sales to 3.5 billion euros, compared with 3.1 billion euros last year. Exports amounted to 2.2 billion euros.

The group also comprises the hosiery, innerwear and beachwear brands Calzedonia, Intimissimi, Intimissimi Uomo and Tezenis; cashmere specialist Falconeri; bridal label Atelier Emé; restaurant and wine store chain Signorvino and producer and distributor Oniwines, and premium yacht-maker Cantiere del Pardo, the producer of the Grand Soleil, Pardo and Van Dutch yachts.

While the company does not break down sales by brand, year-over-year Antonio Marras revenues rose 66 percent in the first half of 2025.

In April during Milan Design Week, the brand unveiled the temporary Ephemeral Store on Via Montenapoleone, with cuckoo clocks in the window at the entrance and the womenswear collection displayed in a room that is a replica of the Hall of Mirrors in the royal Palace of Versailles. The store is expected to be open for a year ahead of the unveiling of a permanent flagship farther down the road on the same street.

Oniverse has so far opened Antonio Marras stores in Turin, Florence, Rome, Venice, Forte dei Marmi, Alghero, Verona, Porto Cervo and Bari. The brand was previously mainly distributed through the wholesale channel.

In September last year, former Marni chief executive officer Barbara Calò was appointed to the same role at Antonio Marras as part of the new organization under Oniverse.