--- title: "French Cheese Board Launches NYC Boutique Shop" id: "33626" type: "post" slug: "french-cheese-board-launches-nyc-boutique-shop" published_at: "2016-06-02T18:58:27+00:00" modified_at: "2026-03-16T16:43:04+00:00" url: "https://associationsnow.com/2016/06/02/french-cheese-board-launches-nyc-boutique-shop/" markdown_url: "https://associationsnow.com/2016/06/02/french-cheese-board-launches-nyc-boutique-shop.md" excerpt: "To highlight its key product, the trade group for all things French cheese has launched a brand new store in New York City's SoHo neighborhood, going so far as to hire a design firm to give the shop a striking..." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "boutique" - "Business" - "cheese" - "foodie" - "trade associations" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Executive Team" taxonomy_persona: - "Association Professionals" - "Industry Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » French Cheese Board Launches NYC Boutique Shop If your industry group represents a fancy product, it’s probably a good idea to give that product its own fancy showroom. That appears to be the idea behind the French Cheese Board’s newest endeavor: [The trade group is opening up a boutique store (opens in a new tab)](http://frenchcheeseboard.com/) in New York City’s SoHo neighborhood. Actually, scratch that; the store, designed by prominent French firm Ich&Kar, is described as “an interactive experience to discover cheese culture,” one that can be easily redesigned as needed, thanks to the space’s magnetic walls. “We wanted to create a space with a very strong identity, an identity that reflects French culture, know-how, and good manners; the best way to get in touch with American foodies, the curious, and the gourmands,” the design firm says on its website, [according to a translation (opens in a new tab)](http://www.ichetkar.fr/ik-news/food/french-cheese-board-new-york/) . (The store isn’t the board’s only affiliation with Ich&Kar. The firm’s designers also [helped craft a series of artistic cheese pieces (opens in a new tab)](http://frenchcheeseboard.com/pieces-montees/) , bringing the *pièces montées* concept to cultured bricks of dairy.) It’s not often that a trade group opens its own store, but in this case the approach makes sense—especially because the product, French cheese, is a foodie favorite. Laurent Damiens, the board’s head of communications, says the store is meant to highlight a “consumer-first approach” to the product. “We wanted to create a modern hub for foodies to share an immersive experience anchored in the exploration of the artisanal making and flavor of French cheeses,” [Damiens said in a news release (opens in a new tab)](http://www.prnewswire.com/news-releases/french-cheese-board-unveils-first-concept-store-for-cheese-in-the-united-states-300273959.html#continue-jump) . The venue is also expected to serve as a cultural space, and will also host events with figures both known within the industry and through pop cultsure, along with endeavors like cooking classes and (wait for it) wine and cheese pairings. Want to visit the shop? Learn more [at the French Cheese Board website (opens in a new tab)](http://frenchcheeseboard.com/) . And if you find yourself near 41 Spring Street in Manhattan, stop in. (Handout photo) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. [More articles by this author](https://associationsnow.com/author/ernie-smith/) Tags: [#boutique](https://associationsnow.com/tag/boutique/) [#Business](https://associationsnow.com/tag/business/) [#cheese](https://associationsnow.com/tag/cheese/) [#foodie](https://associationsnow.com/tag/foodie/) [#trade associations](https://associationsnow.com/tag/trade-associations/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoUrban Land Institute- Project Recovery: Rebuilding Los Angeles After the January 2025 WildfiresSeptember 24, 2026](https://associationsnow.com/2026/09/24/urban-land-institute-project-recovery-rebuilding-los-angeles-after-the-january-2025-wildfires/) - [PodcastAssociations NOW Presents: More Than Marketing: The Power of Strategic CommunicationsJuly 30, 2026](https://associationsnow.com/2026/07/30/associations-now-presents-more-than-marketing-the-power-of-strategic-communications/) - [PodcastAssociations NOW Presents: All for the Love of Chicago: Rethinking the Destination ExperienceSeptember 10, 2026](https://associationsnow.com/2026/09/10/associations-now-presents-all-for-the-love-of-chicago-rethinking-the-destination-experience/) - [VideoExploring New Frontiers: Leadership, Resilience and the Future of SpaceflightAugust 27, 2026](https://associationsnow.com/2026/08/27/exploring-new-frontiers-leadership-resilience-and-the-future-of-spaceflight/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2016%2F06%2F02%2Ffrench-cheese-board-launches-nyc-boutique-shop%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !