Paul Smith has opened a new flagship on Madison Avenue in New York, bringing the character of Sir Paul Smith’s London residence to Manhattan’s Upper East Side. The two-storey boutique takes inspiration from his home in Holland Park, introducing a retail concept that incorporates personal objects, vintage furniture, and architectural details. The opening marks the brand’s arrival in the neighborhood nearly four decades after it established its first New York store on Fifth Avenue.
FASHION RETAIL
The interior reflects Smith’s approach to creating individual identities for his stores while maintaining a connection to their locations. One of Britain’s leading independent design companies developed the space around the atmosphere of a London townhouse, with dedicated areas for ready-to-wear, accessories, and tailoring services.
French artist Alexandra Carron created a handcrafted mosaic for the exterior, incorporating a needle and thread motif that references tailoring. A traditional stucco façade frames the entrance, leading visitors into an area the brand calls Paul’s Lobby. Octagonal floor tiles reproduce a detail from Smith’s hallway at home, introducing the residential references that continue throughout the shop.
Antique furnishings and reclaimed wood panelling establish the character of the entrance. A large 19th-century draper’s table, originally used to measure fabric, now displays hundreds of pairs of signature Paul Smith socks alongside shoes and accessories. A chandelier that incorporates vintage spoons hangs above the arrangement.
The ground floor also houses Paul’s Study, which presents the men’s and women’s ready-to-wear collections. Oak panelling surrounds an area rug featuring a pink dip-dyed fringe. Vintage walnut library chairs feature upholstery by Maharam, Smith’s longtime textile partner, using the brand’s Signature Stripes.
A collection of postcards and letters occupies the mantelpiece, recreating an arrangement from Smith’s private study in London. An 18th-century folk art model building stands at its center, adding another personal reference to the space.
Upstairs, Paul’s Jet Lag Room provides a dedicated area for tailoring, occasion wear, and Made to Measure services. The room draws inspiration from Smith’s personal retreat at home, where he spends time after traveling. Natural hessian covers the walls, which display paintings from previous years and ceramics by contemporary British artist Charlotte Salt.
A brutalist side table and tan leather tub chairs furnish the room. British specialists Parquet Parquet created the reworked parquet flooring, while a rug from Paul Smith’s latest collaboration with The Rug Company completes the arrangement. A faux window offers a view of Smith’s private garden in Holland Park.
Throughout the flagship, Smith introduces objects that reflect his longstanding interest in collecting unusual pieces. A mirror constructed from found dominoes, sculptural bird boxes, and cast-iron banana-shaped door handles appear among the furnishings. A working speaking tube connects the upstairs Jet Lag Room with the first-floor cash desk.
Behind the tills, the signature Paul Smith gallery wall displays paintings, photographs, and prints that Smith personally selected. These objects contribute to the store’s character while drawing on collections he has assembled over decades.
Danny Power, President of Paul Smith North America, describes the Madison Avenue opening as an important development for the company’s regional business. He points to its nearly 40-year presence in New York and identifies the flagship as part of the brand’s plans for growth across North America.
