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NEW YORK — Contemporary designer Adam Lippes is opening his first freestanding store today in the Meatpacking District here.

This story first appeared in the December 10, 2007 issue of WWD. Subscribe Today.

Simply called Adam and located at 678 Hudson Street, the 2,500-square-foot shop carries a full range of women’s and men’s apparel, including the brand’s signature sportswear line. While the clothing is the focal point of the space, Lippes also carries select accessories, such as Nancy Gonzalez clutches, home goods, books, fine art and select home furnishings.

“Everything is for sale,” said Lippes, founder, creative director and chief executive officer of Adam Adam Lippes. “It’s going to be hard for me to part with some of these things, but the idea was to have a store that people can come to and feel like they are in this amazing loft space that they want to live in.”

The store was designed by Filipe Pereira, who trained under architects Zaha Hadid and Peter Marino. There are clean white walls, rich dark wood and stone tile floors, along with reclaimed barn-wood walls showcasing shelves of T-shirts and a special word sculpture Lippes purchased in Miami last year. Designed by South African artist Brett Murray, the sculpture spells out “What Would Oprah Say?” and is the first thing shoppers notice when they walk into the store.

“I just thought it was really funny and made for me, since I was on Oprah’s show a few years ago and that literally launched my business,” he said.

The Adam Adam Lippes brand is now sold in more than 200 better department and specialty stores worldwide, including Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue and Holt Renfrew. The company got a financial boost in February when Marty Wikstrom and Dawn Mello created an investment vehicle called The Atelier Fund with principal investor Compagnie Financière Richemont SA. Its first investments included Lippes’ brand. Sources said Atelier paid about $9.5 million for a 35 percent stake in the brand, an investment that will help to expand wholesale and freestanding retail businesses worldwide. Lippes said he is looking to open additional stores in Los Angeles and London.

The Adam Adam Lippes collection retails from $40 for a T-shirt to about $1,000 for a coat or highly detailed dress. Lippes estimated the store would reach $2 million in sales by the end of its first full year.