Our New Home: AMSALE SoHo

Wedding dresses on display at the AMSALE Flagship salon in SoHo

Nestled in the heart of SoHo, where modern elegance meets downtown cool, the AMSALE Flagship at 150 Wooster, designed in collaboration with New York City-based interior designer Reza Nouranian, pays homage to AMSALE’s core principles as a family-operated business committed to preserving its nearly four-decade heritage.


Evening wear collection at the AMSALE SoHo flagship salon

As you step into AMSALE, our front room welcomes you - designed to exude the same warmth and character as a personal living space. Flooded in natural light, rich colors harmonize with eclectic decor sourced from across the globe. Here you will find our evening wear collection, each piece carefully crafted for modern celebrations.


Hallway lined with archival images at the AMSALE SoHo flagship salon

Legacy photos, originating in Amsale’s first salon on Madison Avenue, tell the rich history of the brand.


Dressing room at the AMSALE SoHo flagship salon

Behind undulating curved walls inspired by the movement of a needle sewing thread, are our bridesmaid suite and private bridal suites. Plush carpets and custom seating create a serene atmosphere to find the perfect dress with your guests and our dedicated team. 


Stairs to lower level at the AMSALE SoHo flagship salon

As you descend to our lower level, industrial details, characteristic of SoHo, seamlessly blend with soft interiors. This space highlights our Little White Dress collection, compiled with dresses and jumpsuits designed for showers, after-parties, and honeymoon getaways. The space also offers alterations in a more intimate setting. Architectural details include stadium seating and a catwalk-style walkway, ideal for in-store events and private gatherings.