Lilly Pulitzer's Madison Ave. Digs

Lilly Pulitzer finally has a Madison Avenue pad.

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NEW YORK — Lilly Pulitzer finally has a Madison Avenue pad.

The company, which is about to mark 50 years in business, will celebrate the opening on Tuesday of its first Manhattan store at 1020 Madison Avenue. The 3,600-square-foot space is clearly a paradise for Lilly Lovers (a trademarked name the company uses to describe devoted customers).

The freshly painted white walls work as a backdrop for the pink and green in the clothes hanging on custom-designed silver fixtures. There is a grand pink carpeted staircase, printed with Lilly's signature pink-tinted mirrors, bright pink couches with inviting green and orange pillows, vases of cala lilies on tables of jewelry, sunglasses, shoes and handbags and framed vintage family photos of Lilly herself. There are even palm tree-shaped treats for the dogs who come in for a visit, as well as a juice cart so shoppers can sip while they browse.

"If Lilly lived in New York, on Madison Avenue, this would be her residence," said Jon Patrick, visual director at the firm. "This store tells the story of the brand, but with that residential, elegant, inviting feeling."

Designed by architect Michael Newman, with interiors from Bear Hill Interiors, Patrick said staffers worked around the clock to quickly transform the space from what was a kitchen design showroom into the clothing designer's flagship. Workers knocked down a wall, only to discover another room on the first level. That area is now dressing rooms and a built-in showcase for shoes, which was left over from a Givenchy store that occupied the space about 10 years ago.

"The fixtures were specially designed to blend in, and not compete with the liveliness of the clothes," Patrick explained.

The collection retails from $65 for a polo to $348 for an embellished tunic.

On the upper level of the store there are two rooms — one for children's wear and the other for men's wear and swim. The children's area's focal point is a large vintage birdcage, which holds a few looks for the season. There are small pink benches for story times, which the store plans to hold regularly, and jars filled with candy on upper shelves — only for parents to reach.
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