New York—Designer Brian Atwood is getting even more visibility lately than his celebrity-favorite footwear garners him already. He opened a swanky “digital flagship” online and launched his first ad campaign. Now he has opened a 1,500-square-foot flagship at a prime Manhattan retail location: 655 Madison Avenue at East 60th Street.
Atwood worked in collaboration with William Sofield of Studio Sofield who designed the flagship to be what Atwood calls “the chicest haven—where beauty encompasses you from the moment you walk in, like a Faberge egg.”
Through the arched entryway, carved from a solid block of Rosso Fiorentino marble, are three shopping areas displaying Brian Atwood designer footwear, Brian Atwood handbag and B Brian Atwood contemporary footwear collections, each in a separate circular salon. All told, it’s the largest assembly of Atwood’s designs at any one retail location anywhere.
The store’s color palette ranges from aubergine and violet to sea foam and mercury. Each salon features feature satin upholstered cylindrical displays, mirrored panel walls and details f rock crystal ornaments.
Other brand-centric design details include stiletto heel facade window displays and shelving with mohair and antique bronze trimmed shoe trays. The Sofield-designed custom furniture, such as the curved settees in violet mohair with bullion fringe trim and the satin scroll benches, is a mix of Regency and French period inspirations.
“The design for Brian Atwood’s store began in memory…the memory of a kinder, slightly more fanciful New York of my childhood,” said Sofield. “I remember vividly the splendor of shops that were optimistic and opulent. This store design is a nod to all those Technicolor interiors that reveled in their bold aesthetics. They inspired me to create interiors that are sensuous and secluded and are a respite from the mundane.”
For his Madison Avenue denizens, Atwood will be offering limited edition items and store-exclusive styles with signature touches such as “655 Madison Avenue” plaques on the soles. There also will be special events and VIP services, including private shopping opportunities, and soon: a made-to-order program.
In keeping with his tech-savvy marketing, Atwood’s favorite styles will have Quick Response or QR codes so shoppers can scan them with their smart phones or iPads to activate a series of videos in which Atwood shares insider details and design inspirations.
In November, Atwood reportedly will bow a capsule jewelry collection that will only be available online and in the new flagship.