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Madison Avenue Stores Will Turn into Temporary Museums

Photo: <a href="http://nypost.com/2013/12/11/givenchy-returning-to-madison-avenue/">New York Post</a>
Photo: New York Post

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For the first-ever Madison Avenue Fashion Heritage Week, 16 boutiques along the hallowed shopping corridor—from 57th to 86th Streets—will install museum-like displays in their storefronts dedicated to the history of their respective label. The brainchild of the Madison Avenue BID and the Museum at FIT, the event takes place during the week of October 20th and features an accompanying mobile app that act as a tour guide.

"There's no better way to tell the story about the brands, what distinguishes Madison Avenue and why it attracts visitors from around the block and around the world," BID president Matthew Bauer told WWD. "Fashion Heritage Week is definitely one of our most ambitious projects."

Displays by Akris, Bally, Brunello Cucinelli, Calvin Klein Collection, Carolina Herrera, Dolce & Gabbana, Emilio Pucci, Ermenegildo Zegna, Etro, Hermès, J. Mendel, John Lobb, Longchamp, Max Mara, Missoni and Mulberry will all focus on major elements of the brand's history; for instance, Calvin Klein's will feature looks by its women's and men's creative directors Francisco Costa and Italo Zucchelli, while Max Mara's will have a store-wide installation with styles from the fifties through the eighties.

By downloading the accompanying mobile app, shoppers can also find audio-video tours of the exhibits, a map, clips from runway shows, and designer commentary.

· Brands to Tell Tales Along Madison Ave [WWD]
· Madison Avenue [Racked NY]