Amid the Memorial Day vacation rush, California-based brand Joie quietly opened its first U.S. flagship on Madison Avenue last week. In contrast to the ongoing downtown trend of industrial vintage decor and "weathered" furniture, the muted, earth-tone boutique is refreshingly elegant, decked with classic molding, herringbone floors, and furniture designed to evoke a modern Parisian apartment. The spot also includes some typical uptown touches, like a stuffed white peacock perched atop the mantel (to quote vintage Cintra Wilson: "There is a veritable ostentation of stuffed peacocks in boutiques these days ... Stuffed peacocks are to 2010 what French bulldogs were to 2007.") The clothes have an easy Southern California feel, with lots of printed silk and linen tanks and colorful dresses lining the racks. Though select Joie styles have been carried wholesale at stores like Barneys and Saks, the new flagship stocks all four of the brand's four collections: the main Joie line, Joie Soft's lower-priced basics, the beachy Joie a la Plage, and the shoe collection. Click ahead for a closer look.
Joie, 1196 Madison Ave., nr.88th St.; 212-837-2220.