Store Called “What?” Opening Next Door to Space Ninety 8

Image: Racked NY

The Times Square-ification of Williamsburg continues: A Swiss lifestyle brand store bearing the perplexing name of What? is set to open in the neighborhood this year.

Racked NY reports that What? recently launched a spare website announcing the opening of their new store at 106 N. 6th Street where, with the help of American Apparel, the store will sandwich Urban Outfitters’ Space Ninety 8. And like its five-story neighbor, What? will function as a concept store while remaining “truly rooted in the surrounding neighborhood with refreshing touches for the local Brooklynite.” Or, at least, that’s what their press release says.

A quick Google search for the store’s official website didn’t yield much other than several stories about that time Oprah faced racism in Switzerland. So, it looks like we’ll just have to wait for more news in the coming months.

What? is scheduled to open this fall.

Follow Nikita Richardson on Twitter @nikitarbk





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