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Soho Becomes the Upper East Side … And Madison Becomes Mercer

It’s an uptown-downtown turnaround.


An epic retail deluge has been reshaping two of the city’s most storied shopping Meccas: Soho and Madison Avenue. Openings in the former—to the tony tune of Stella McCartney, a Dior Homme pop-up, and Diesel Black Gold—have made the downtown mall feel urgently upscale. And that’s to say nothing of Chloé, Balenciaga, and Saint Laurent Paris, all arriving in 2013. Madison, meanwhile, took a turn for the hip over the last year, welcoming Rag & Bone, Vince, Céline, Theory, Charlotte Olympia, Rebecca Taylor, and Proenza Schouler. The twin retail booms show no sign of slowing, either. What follows is a mapping of the neighborhoods’ most anticipated new entrants.

Madison Avenue:

1. Lanvin
The three-story men’s shop specializes in bespoke tailoring.
815 Madison Ave.; early Oct.

2. Belstaff
This William Sofield–designed store is packed with gloves, boots, and other gear that wouldn’t look out of place worn motorcycling around the English countryside.
814 Madison Ave.; early Sept.

3. Yigal Azrouël
Drapey, minimalist designs from an Israeli powerhouse.
1011 Madison Ave.; early Sept.

4. Brian Atwood
The new shop houses the world’s largest selection of Atwood shoes, including the lower-priced B Brian Atwood line.
655 Madison Ave.; early Sept.

5. Emporio Armani
The luxury flagship offers complete collections for men and women, plus watches, eyeware, and jewelry.
601 Madison Ave.; Sept. 7.

6. Armani Junior
The brand’s first free-standing kids’ boutique in the country carries back-to-school basics—as well as trendier gear—for boys and girls up to age 16.
1225 Madison Ave.; Sept. 10.


7. Ghurka
Timeless leather wallets and preppy weekender bags abound.
65 Prince St.; Oct. 15.

8. Tiffany & Co.
You don’t get more luxe than a little blue box, and this outpost—whose opening is pegged to the brand’s 175th anniversary—features ribbon-inspired lighting and an in-store display of archival sketches and prototypes.
97 Greene St.; Sept. 4.

9. Maison Ladurée
Macaron heaven—plus a tea salon and restaurant with guest chefs flown in from Paris.
398 W. Broadway; mid-Dec.

10. Equipment
Their colorful silk blouses are staples with the fashion set.
110 Wooster St.; early fall.

11. Carven
The first venture outside Paris for the brand that made its name with shrunken blazers and funky prints.
No address yet; late Oct.

12. Raleigh Denim Workshop
The cult label makes its limited-edition jeans on vintage sewing machines.
211 Elizabeth St.; early Sept.

13. Piperlime
Luxury clothing, shoes, and accessories occupy 4,000 square feet at the online retailer’s premier physical location.
121 Wooster St.; Sept. 6.


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