NEW YORK — Brian Atwood has a place to call his own.
The designer’s first shop will open at 655 Madison Ave. today — the culmination of a series of significant initiatives since The Jones Group Inc. acquired the company in June. Last month saw the launch of a U.S. e-commerce-enabled site, brianatwood.com (a global site will roll out early next year), as well as an ad campaign shot by Mert Alas and Marcus Piggott.
“It’s Old Hollywood, it’s a posh salon. It’s the chicest haven for women who love shoes,” Atwood told WWD on a tour of the 1,450-square-foot store Thursday, picking up a pair of burgundy and black leopard-print, platform water-snake sandals. “Can we make #chichaven the store’s hashtag?”
The designer himself is active on Twitter and Instagram, and keeping in line with his dedication to the digital space, five styles in the store will contain QR codes so customers can scan the shoes to access “30-second romance” from Atwood. He will continue to do this with his favorite styles each season.
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