NEW YORK — Americana Manhasset has created its first pop-up store, called Distinctly Modern, to mark its 50th anniversary.

The pop-up store will display midcentury-inspired furnishings as well as artwork, vintage posters and books on fashion, architecture, design and pop culture, including some about Irving Penn and Richard Avedon. The books were provided by the book dealer partners John McWhinnie and Glenn Horowitz. Herman Miller from the retailer Design Within Reach is providing the furniture and will highlight pieces from the Eames Collection. There also will be Fifties Bentleys and Triumph motorcycles in the shop.

The Americana’s spring catalogue, currently being distributed to 270,000 households, also has the Distinctly Modern tag line, and pays homage to the Fifties but with a contemporary edge and current fashion. It was photographed by Laspata DeCaro on the grounds of two famous Palm Springs homes, the Edgar J. Kaufman house built in 1947 and the Robert Kenaston home built in 1957.

The 1,200-square-foot pop-up store, in a space formerly housing Ellen Tracy and Dana Buchman shops, opens Thursday and will operate through April 30. On Wednesday night, the birthday celebration will kick off with a cocktail party at the pop-up store hosted by Americana Manhasset with Vanity Fair. To bring the spirit of the Fifties to life, there will be models wearing Schlumberger jewelry designed for Tiffany, windows with photos from the spring catalogue and waiters clad in Fifties attire.

Through the year, Americana’s special events, openings and charity fund-raisers will tie into the milestone, including an Oscar de la Renta fashion show in September to support the North Shore Long Island Jewish Hospital, a Pan-Asian restaurant opening in August run by George and Gillis Poll, and the center’s Champions of Charity event in December benefiting more than 80 nonprofit organizations.

“It isn’t about massive celebrations,” explained Frank Castagna, principal of Castagna Realty Co. and owner of Americana Manhasset. “It’s about recognizing we have been a factor in this community for 50 years. It’s really about community relations.”

“We are staging a series of festivities throughout the year to bring people on site, rather than having one big blowout that may or may not impact our customers,” added Diedre Costa Major, senior vice president and creative director of the Americana Manhasset.

This story first appeared in the March 14, 2006 issue of WWD. Subscribe Today.

The shopping center, located on Northern Boule­vard in Manhasset, is unique on the suburban retail landscape, considering its high concentration of chic shops, urbane architecture, meticulous landscaping and focused designer appeal. About three years ago, it orchestrated its biggest expansion ever, which involved razing a Waldbaum’s, extending its classic limestone facades and adding a designer wing, bringing the total space to 220,000 square feet.

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