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Marimekko's Flatiron Flagship to Share Address with Eataly

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Today's WWD reports that Finnish clothing and housewares brand Marimekko will open a 4000-square-foot flagship in the Flatiron District's Toy Building, at 200 Fifth Avenue. That address also happens to house Italian megamart Eataly, meaning that "Come on, kids, we're going to the Toy Building!" will soon be an excellent way for local parents to trick their children into three-hour pasta-and-wallpaper–buying trips.

Marimekko hired Japanese architectural firm IMA to help their in-house team design their new Helsinki flagship, and they must have been pleased with the work, as they've brought them on to help with the New York shop as well. When the store opens this fall, it will carry a range of Marimekko products, from bags and jewelry to textiles. (A spokesperson told WWD to expect a 50-50 mix of clothing and home decor.) Marimekko also plans to launch e-commerce this summer, and open 22 shop-in-shops in Crate & Barrel by the end of 2013. The first such shop launched in New York City this past October.
· Marimekko to Expand in U.S., Online [WWD, subscription req'd]
· Ain't No Party Like a Marimekko Party: Finns Invade Crate & Barrel [Racked NY]
· Marimekko Will Launch its US E-Commerce Site this Summer [Racked]

The Toy Building

200 Fifth Avenue, New York NY