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Tory Burch's Madison Avenue flagship opened up on Thursday during Fashion's Night Out, and when we stopped by to take a look at the new store today, one of the brand's representatives noted that the event was orderly and organized—so, the opposite of most FNO parties. But there's a reason for that: the new Tory Burch store feels more like a home than a store, and you wouldn't get wasted and cause a ruckus in somebody's home, would you? Well, at least not at Tory Burch's.
The inside is designed to feel like a 19th Century townhouse, so if there's no chance in hell you'll ever own one of those in New York City, then you're welcome to peruse the brand-new, largest Tory Burch global flagship at 797 Madison Avenue and play pretend. Don't let the tiny entrance of the boutique fool you: Once you make it past the first room of the accessories, a staircase (or an elevator) takes you to the rest of the boutique, which is five stories tall. And while downstairs is full of bags and shoes displayed in back-lit shadowboxes and jewelry in cases toward the back, the remaining floors are more of a fancy free for all: Jeans are stacked next to loafers, and sweaters sit next to more bags.
But the formula is simple throughout the store: Each floor has its own color scheme, but the feel is definitely the same. It's "homey," which is how Burch herself described the store when she was on hand this morning. Architect Daniel Romualdez designed the space, and incorporated elements of Tory's own home into the store, so the apartment envy that you're inevitably going to feel while walking through the boutique is legitimate. Her apartment probably looks exactly like this.
The second floor features bright orange lacquered walls as well as a large seating area in front of gigantic windows, and a purple-and-cream colored print covers the walls of the third floor (where there's also a seating area). There's a VIP room on the fourth floor that's accessible via the elevator—for private events and private shopping—which, if this were a hotel, would be the honeymoon suite. It feels more like a lounge than anything else, with the exception of a large rack of very shiny, sequined clothes that brings you back to shopping reality.
While the store houses just about everything you could want from the Burch empire, the two things that are missing—beauty and fragrance—are in the works. Tory mentioned that that would be her "next venture," and that they' hopefully announce the specifics in a few months. Hands down, though, the best part of the walk through was the store's soundtrack, which at one point was Rick Ross' "Super High," the lyrics to which go "I wanna buy my bitch every bag."
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