Victoria's Secret Soho

After completing work at the Hawaii and Chicago Victoria's Secret flagships, we began work at the new sprawling Soho location here in New York. We made giant lampshades, chandeliers, furniture, hand painted tablecloths and hat boxes, and filled the store with extensive trompe l'oeil line paintings.

Erin and Brian busy with last minute ribbon adjustments to 1 of 3 giant lampshades

The before and after of a hand painted "Bra Salon" sign

A look at the two completed Bra Salon 'zones'.

Multiple stacked drawers were detailed by hand in 2 colors to coordinate with the 'French' theme.

The theme continues in the lingerie areas with two tone drawer trompe l'oeil on pink plaster.





The 'Panty Boutique' sign was also painted by hand in pink lacquer on black cherry stained oak.

At the front of store, under a giant eliptical lampshade that we made, a gorgeous tablecloth that we produced features hand painted pink trompe l'oeil designs of french tables on shimmering black cherry cloth.


And sitting on top of the tablecloths amongst the busts and thong vitrines are a large series of our hand-made hat-boxes, featuring a variety of materials including leather, silks, hand painted papers and fabrics.

We also created a series of hand painted mirrors, seen here in production at the studio.

finished and ready to reflect eager shoppers amongst a plethora of panties.

A closeup of some decorative painting above a large mirror.

A ribbon wrapped coat rack

The Fitting Room area was lavishly decorated with trompe l'oeil painting. Using a combination of oil and water based pigments, Geoff and crew filled the space with hand-painted visions of french-inspired details.

An interior view of a fitting room wall showing the trompe l'oeil paneling.

At last, after weeks of interior decorating and installation it was time to add a finishing flourish with the hand-painted exterior street address, 591 Broadway.



The three dimensional lettering in the front window was custom made and lacquered to their specifications.

Finally the flagship is complete and ready for launch!

Four VS angels bestow their blessing in celebration of the new store!

PHOTO SOURCES: Geoff Howell Studio, NBC New York, Racked, Herald Dispatch, Hollywood Rag, Celebs Now

Victoria's Secret is safe with us.

Leaving home for the capital of the midwest

3 members from the GHS crew, Geoff, Brian and Erin, arrive in Chicago...

Anish Kapoor's gorgeous "Cloud Gate"

view from the Hancock Tower

Armed with our paints and brushes, we began decorative painting and sculptural installations at the brand new Victoria's Secret flagship on Michigan Ave...

"Bra Salon"

"Panty Boutique"

The majority of painting in Chicago consisited mainly of delicate Trompre L'oeil line work, designed by Geoff in collaboration Victoria's Secret, on fitting room doors and interior walls.

Custom Wallpaper behind the door was also part of the scope of design

After the fitting rooms, it was time to install the enormous pink ribbon lampshade made back at the studio and shipped to the site. The lampshade is one of the first things you notice upon entering the space.

And finally, an intricate handwrought wire chandelier, made by a very talented Brooklyn artist, is hung in the center of the pink shade.

In addition to the painting and giant lampshade, other ribbon wrapped chandeliers, hand painted trompe l'oeil tablecloths, intricate hat boxes, lampshades, and chairs made at the studio by the talented production crew were later installed after Geoff, Erin and Brian returned to NY. A few weeks later on October 22nd, the Victoria's Secret flagship opened to great fanfare with appearances by celebrities and three VS angels! Below are some photos gathered from the press surrounding the opening.

Sources: The Columbus Dispatch, Second City Style, Chicago Now

A similar scope of work was performed for Victoria's Secret at the Hawaii location at Ala Moana, and in the NYC Soho location. A separate post will highlight details from the Soho project