by Apparel Resources News-Desk
30-July-2019 | 2 mins read
New York City has got its 2nd Moschino store!
The Italian luxury fashion brand recently opened a 1,000-square-foot, long-term pop-up shop at 635 Madison Avenue on the northeast corner of 59th Street in Manhattan.
The location supports the Italian brand’s existing outlet at 73 Wooster Street in SoHo.
Gabriele Maggio, Moschino’s General Manager, entitled the Madison Avenue store a trial, adding, “depending on the results at the end of this year, we’ll understand whether there’s the potential for a permanent location. We started to talk about temporary stores and pop-up shops a year ago. We have pop-up shops in Macau and Paris at Printemps du Louvre.”
The display comprises classic Moschino merchandise such as neon Moschino Teddy sneakers and a Moschino biker bag with the women’s pre-fall 2019 and men’s fall 2019 Rome collections as the standout ready-to-wear pieces.
The RTW clothing takes the store’s centre while the accessories are placed in the Moschino lettering window light displays cum shelving. The brand’s signatory quirky nature is highlighted by the interactive light show.
Maggio claims that the shop will provide an insight into the Madison Avenue consumer groups.
“I expect that when you have stable businesses in both locations, each store will have its own demographics,” he said, also referring to the SoHo store. “Being in a new location, that’s a high-traffic location with top luxury brands and their top-performing stores is a new experience for us. What we want to do is really create a buzz and a sensibility in a premium location.”
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