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 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.

(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, 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.

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. And if you find yourself near 41 Spring Street in Manhattan, stop in.

(Handout photo)