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Winnie Beattie grew up in Hawaii and met her husband Rob Magnotta while surfing in Montauk. When the two went looking for a name for their new Nolita boutique, they settled on Warm because they both love summer temperatures. The name also conjures up a sense of hospitality, which is deliberate. Beattie says she missed stores like Mayle, Lyell, and Tracy Feith—little boutiques that encouraged shoppers to hang out. She's trying to replicate that with her shop, a friendly, railroad-style space in a former olive oil factory.
The couple stocked the store with items from their friends&8212;downtown staples like Rogan Gregory, Marcia Patmos, and Anna Sheffield. The look, says Beattie, is "dirty French girl meets Southern California," which means the racks are full of dresses that would look great with beach hair and a tan. (Labels include Vanessa Bruno, ATHE, and Emma Fletcher for Tocca.) There's a full children's section, too.
Magnotta represents photographers, so he picked out a series of art books for a shelf in the back room. Beyond that is a back patio—surprisingly large for New York—where the two plan to offer manicures and screenings of kids' movies in the summer. The idea is that the films will entertain local children while their parents pack for sunnier climes.
· Warm [Official Site]