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Walking into the Tod's Madison Avenue flagship—which just reopened its doors this week after undergoing major renovations—feels like entering a very fancy townhouse. There's the marble foyer, anchored by a round table topped with fresh flowers, and to either side of that, rooms filled with plush carpets, leather sofas, and black stone fireplaces. "It's sort of an Italian palazzo," Diego Della Valle, chairman and chief executive officer of Tod's SpA, told WWD of the store's design. "The idea is to do away with the frenzy as the customer approaches shopping…they can come in, take a look around, look at beautiful things."
It makes sense that Della Valle wants customers to linger over the brand's every design decision: Tod's is in the midst of shedding its image as a footwear and leather goods label, and repositioning itself as a lifestyle brand. But that doesn't mean the label's bestsellers take a backseat in the Madison Avenue store—in nearly every room you'll find Tod's iconic driving mocs, meticulously laid out in R.O.Y.G.B.I.V. formation. Pick one up just to see if an attendant will swiftly and wordlessly replace it.
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