On Friday, WWD reported that wrap star Diane von Furstenberg had finally opened a second downtown outpost. This afternoon, we swung by for a closer look.

To be sure, it’s smaller and more playful space than von Furstenberg’s sweeping MePa headquarters. Flat screens and side-turned, reclaimed barn wood display boxes intermingle with graffiti tag-style neon slogans (“BE the woman you want to be”, “Love is Life”) and accessories.

Despite Furstenberg’s quoted nods to “the heart of Manhattan” and “a place that so many tourists go” as reasoning for opening shop so close to her MePa headquarters, we found the Wooster Street shop to be tucked-back and unassuming enough to not feel too touristy.

Meanwhile, displaying a mix of runway loops, campaign videos, customers’ live tweets, and touch screen shopping — give even locals a reason to stop, gawk, and shop. (We most certainly did.)