On September 15, Pia Øien Cohler hosted a fun-filled fete to celebrate the opening of PIA, THE STORE.

Located in San Francisco’s historic Jackson Square neighborhood, PIA, The Store, offers a world-class mix of women’s ready-to-wear, jewelry and accessories – 50+ lines, including fashion-world favorites: David Koma, Giambattista Valli, Roksanda, House of Dagmar and Nina Ricci, as well as a custom jewelry collection.

Award-winning interior designer Eric Cohler created the store’s interiors to complement PIA’s perfectly-curated collection of the season’s most exciting pieces.

Guests including Nicole Systrom, Priscilla Chan, Sabrina Buell, Yves Behar, Joshua Kushner and Ali Pincus entered the store under a hydrangea-festooned awning.  New York’s DJ Choimatic provided the soundtrack for the evening and guests were invited to capture their image in a human-scale kaleidoscope installation by artist Anna-Alexia Basile.

The event benefitted benefiting the Fashion Incubator of San Francisco.

Photos by Drew Altizer