With a new flagship in the Miami Design District, Off-White cements its influence on luxury fashion.

Off-White founder and creative director Virgil Abloh

Off-White is not arguably the hottest brand in the world—it is the hottest brand in the world. Fact: For the third successive quarter it has topped the Lyst Index, a measure that converts sales and sentiment analysis into rankings. The success of Off-White tells the story of millennial consumerism and proves the genius of Virgil Abloh, the founder and creative director of the brand who has said his instinct is guided by a desire to impress his 17-year-old self.

Founded in 2013, Off-White is often described as a streetwear label. But lest you think that means it’s a collection of hoodies and T-shirts, Off-White is rooted in the ethos of streetwear, meaning it samples ideas and brands and art, but in a decidedly unique—often tongue-in-cheek—way. Abloh puts labels on things with quotation marks around them (cowboy boots printed with “Made for walking”), splices couturelike tulle gowns with outdoor performance jackets, and masters a specific high/low novelty.

Looks from the Off-White fall/winter 2020 men’s and women’s runways shows

The new Off-White flagship in the Design District (127 NE 41 St.) reinforces something we very much know: The young shoppers of Miami feel an emotional bond with the brand’s anti-establishment vibe. But the boutique, designed by Abloh and AMO, the research and design studio of OMA led by Samir Bantal, also poses a unique question to those young fans: What is the role of a shop in today’s tech-driven, social media-focused society?

The 2,820 square feet is considered a physical community space for interaction and brand engagement. The flexibility of the space (a floor-to-ceiling movable wall can be pushed back, inviting the public street into the brand’s perimeter) lends itself to a multiplicity of activities and experiences. Perhaps a public art display? Mini catwalks? Musical performance?

With Abloh and Off-White, nothing is off limits.

Virgil Abloh designed the interior with Samir Bantal of AMO, the research and design studio of OMA.