Swedish eyewear brand CHIMI has recently opened its first U.S. flagship store in New York’s SoHo district.
Known for its modern and minimalist design, CHIMI was founded in 2016 in Stockholm, Sweden, by childhood friends Charlie Lindström and Daniel Djurdjevic.
CHIMI’s eyewear collection, which combines a contemporary look with a timeless appeal, has garnered admiration from global celebrities and fashion icons, including Beyoncé, Hailey Bieber, and Kendall Jenner. In just a few years, it has rapidly grown into an international brand.
With stores in cities like Stockholm, Paris, Cape Town, and Oslo, CHIMI has established a global presence. The newly opened New York location marks CHIMI’s seventh flagship store worldwide, further enhancing its influence in the international market.
Located at 110 Grand Street, the new flagship store is more than just a retail space—it draws passersby into the world of CHIMI.
Charlie Lindström recalls his first visit to New York with his mother in 2012, where he walked every street in SoHo and was captivated by the area’s creative energy. “I became obsessed with that energy and wanted to be a part of it, to contribute to it. That’s why it’s been so important to me that this retail experience is something beyond the ordinary. I want people to walk past or into our store and feel as inspired as I did back then,” Lindström shared with OSF.
This vision is reflected in the store’s design, with CHIMI’s signature eyewear curves extending into the walls, furniture, and lighting fixtures, creating a cohesive and immersive experience. Lindström collaborated with architects Jani Kristoffersen and Johan Berglund to bring out deep black shadows inspired by photographer Hiroshi Sugimoto’s work. These bold design elements add depth and dimension, elevating the space into a visual and experiential work of art.
“At CHIMI, we blend influences from across the design spectrum, inspired by the vibrant diversity of postmodernism and the bold experimentation of deconstructivism, yet always with a foundational connection to minimalism and touches of brutalism. Our frames challenge convention; they’re bold, colorful, and unapologetically playful, much like the postmodern architectural icons that dared to reshape skylines and perspectives alike.”
At the core of CHIMI’s philosophy is a vision of the pursuit of balance embodied in each product and experience. Every piece is the result of a meticulous design process in Stockholm, combining mathematical principles with the finest materials. This ethos of ‘futuristic simplicity’ is reflected in CHIMI’s eyewear designs, which are both innovative and timeless.
“Today, eyewear isn’t just a functional accessory — it’s an architectural piece for the face, a statement of individual style. We took cues from deconstructivist ideals, breaking down traditional shapes and creating frames that are structurally compelling yet wearable. There’s also a rawness in our design that’s aligned with brutalism: a love for honesty in materials, like acetate in its purest, most expressive form, whether in translucent tints or deep, matte blacks,” Lindström adds.
Through this new space, CHIMI’s designs aim to offer New Yorkers a fresh perspective, bringing understated style and the joy of self-expression into their everyday lives.
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