Designer John Elliott opens Madison Avenue flagship – WWD


NEW YORK — John Elliott made the leap to uptown, opening a flagship store on Madison Avenue.

The Los Angeles, Calif.-based designer quietly opened the doors to a 2,500 square foot space at 853 Madison Avenue between 70th and 71st streets on Sunday afternoon. The store is the brand’s fifth physical location and second in New York City. The first, a 2,700 square foot store at 270 Lafayette Street in SoHo, opened in September 2021 and is the most successful of the fleet.

The shoe display.

Paulo Raphael

“It’s one of the most important streets in America,” Elliott said. “It’s a pinch moment for you to see your name on Madison Avenue. It’s a truly humbling experience.

With more than 50 square feet of frontage and neighbors including Prada, Chrome Hearts and Ralph Lauren, Elliott said the store’s opening marks a major milestone for the company. “When we found the location in Lafayette and Prince, it was a dream opportunity,” he continued. “The same goes for Madison between 70th and 71st.”

The new store’s selling area is larger than any of the other units and represents “a completely refreshed view” of the brand, Elliott said.

Like Elliott’s other stores, the Madison Avenue unit was designed by Stephan Wiemer, who also designed the brand’s other stores on Melrose Avenue in Los Angeles, SoHo, Miami, Florida, and Aspen, Colorado. It uses modular and utilitarian constructions to highlight the men’s and women’s collections. The store offers a full range of products, from Japanese leather and denim pieces to Los Angeles-made sportswear and Italian-made shoes. An assortment of accessories such as modular leather bags and fine jewelry produced in collaboration with cult Japanese brand MARS make their debut on the site.

“We’ve been working on developing accessories for men and women for some time and showed them in Paris on the catwalk, but this is the first commercial collection,” Elliott said. He worked on the bag collection for two and a half years and the pieces are designed to be functional and foldable for travel and everyday life. “They are all made in Italy and I am very proud of the result. We opened the doors at 2pm Sunday afternoon and they started selling.

The store also showcases the new John Elliott collection of furniture, including a custom mid-century-inspired half-moon sofa and elevated beach chairs that are constructed from a single continuous piece of iron with a backrest. and a translucent resin seat.

The store has a utilitarian aesthetic.

Paulo Raphael

For now, the furniture is just transported to the Madison Avenue unit but Elliott would like to add it to the SoHo store as well as future stores it opens. “It can become a branch of business – and home in general can become a bigger category for us.”

Elliott said that although he now operates two stores in New York, the customers who shop at each are different, so the assortments are different. He thinks the downtown store will appeal more to a customer like the one in Aspen or Miami.

“While the brand has gained traction with our physical footprint,” he said, “we understand that we have a diverse customer base and this location gives us the opportunity to work on a subset of products that is equally diverse.

Elliott offers a full assortment of products in the new store.

Paulo Raphael

The store features Japanese matte white tiles, organic curved walls, polished concrete floors and iridescent light fixtures. Tropical plants are used to bring a touch of nature to the space, and new to this spot is a mid-century inspired seating area for events and guests to relax. Lighting has also been upgraded, with a grid pattern of linear fixtures that are arranged to embrace natural light and create different pieces within the space.

The store was designed by Stephan Weimer.

Paulo Raphael

Now that the downtown store is open, Elliott said it’s time to “get some fresh air” before thinking about next steps. “We are targeting markets outside of the United States,” he said. On his list are the UK, France, Japan and Canada, and he is already exploring locations in different cities in these countries. But nothing is imminent. “We just appreciate that this store is open and we love the look and feel of it,” he said.

A California native who grew up in San Francisco, Elliott founded his company in 2012 with lifelong friend and business partner Aaron Lavee. He quickly became a leader in progressive streetwear and presented his first runway collection for the fall 2015 season in New York.


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