The Row to Open Three-Floor Flagship Store in New York

Photo via Vogue

Though New Yorkers Mary-Kate and Ashley Olsen established The Row’s first flagship store in Los Angeles, it was never their initial intention to move west. A few years back, the two had their sights set on a three-story townhouse at 17 East 71st Street in the Upper East Side, but the preferred location wasn’t yet available. Focused and patient, fashion’s most aloof twins have finally locked in the coveted space with official plans to open The Row’s first New York store.

“This store is coming from two sets of eyes with the same mentality,” Mary-Kate told Vogueexplaining how intimacy and collaboration are at the core of The Row’s brand ethos. While Los Angeles’ store was designed around mid-century homes—glass, water and tress—intimacy, here, manifests as a reflection of New York. “We wanted the store to very much feel like a home—that’s sort of the dream of here: a brownstone in New York,” Ashley added.

Unknown-3Photos via Vogue

With help from French interior designer Jacques Grange, who’s previously worked with Yves Saint Laurent and Valentino, The Row’s New York flagship will be a reflection of the Olsens’ relaxed, elegant collections, dotted with special items, like a Frank Lloyd Wright mirror, Carlo Bugatti chair and Masa Takayama ceramics. Framed by the townhouse’s buttery, neutral color palette, The Row’s new home looks absolutely timeless.

“It was really important for us that when you walk into the store it wasn’t about clothes being shoved in your face,” Ashley said, highlighting the importance of designing a calm, relaxing environment for customers to slowly introduce themselves to the clothes.  “Less is more, I believe.”