Paul Smith has opened a two-storey flagship at 929 Madison Avenue on New York’s Upper East Side, marking the fashion brand’s arrival in the neighbourhood nearly four decades after it established its first New York store on Fifth Avenue. Inspired by Sir Paul Smith’s home in Holland Park, London, the new location combines the character of a traditional townhouse with a retail environment for contemporary fashion and tailoring.
Developed by an independent British design company, the flagship reflects Sir Paul’s belief in “thinking global but acting local”, with each Paul Smith shop intended to have its own identity and connection to its surroundings. The Madison Avenue interior brings together residential furnishings, collected artworks and bespoke fittings alongside the brand’s men’s and women’s collections.
A London Townhouse Inspiration
The exterior combines a traditional stucco façade with a handcrafted mosaic by French artist Alexandra Carron. Featuring a needle and thread motif, the artwork references the brand’s tailoring heritage.
Inside, the entrance area, known as Paul’s Lobby, features octagonal floor tiles based directly on those in the hallway of Sir Paul’s London home. Antique furniture and reclaimed wood panelling establish the domestic character of the space, while a 19th-century draper’s table, originally used for measuring fabric, has been repurposed to display hundreds of pairs of Paul Smith socks, shoes and accessories. A chandelier made from vintage spoons hangs above the display.
Paul’s Study accommodates the brand’s men’s and women’s ready-to-wear collections. Oak panelling is paired with an area rug featuring pink dip-dyed fringing, while vintage walnut library chairs have been reupholstered by long-standing textile collaborator Maharam in the brand’s Signature Stripes. The striped motif also featured in Sir Paul’s 2024 Covent Garden light installation in London.
The mantelpiece displays postcards and letters collected by Sir Paul over the years, recreating an arrangement from his private study. An 18th-century folk-art model building forms the centrepiece of the collection.
Tailoring and Personal Collections Upstairs
The upper floor houses Paul’s Jet Lag Room, a dedicated setting for tailoring, occasion wear and Made to Measure services. The concept draws on a room in Sir Paul’s home where he spends time recovering from long journeys.
Natural hessian wall coverings provide a backdrop for paintings collected over the years and ceramics by contemporary British artist Charlotte Salt. A brutalist side table and tan leather tub chairs add to the residential character.
The room features reworked parquet flooring by British craftspeople Parquet Parquet, alongside a rug from Paul Smith’s latest collaboration with The Rug Company. A faux window provides a view of Sir Paul’s private garden in Holland Park, extending the connection between the New York store and his London home.
Throughout the flagship, artworks, curiosities and custom-made fittings selected by Sir Paul form part of the interior. Details include a mirror constructed from found dominoes, sculptural bird boxes, cast-iron banana-shaped door handles and a working speaking tube connecting the Jet Lag Room with the cash desk on the floor below.
Behind the tills, the signature Paul Smith gallery wall brings together paintings, photographs and prints personally selected by the designer.
Supporting North American Growth
Danny Power, President North America at Paul Smith, described the Madison Avenue opening as an important step in the company’s plans for the region.
The flagship is located at 929 Madison Avenue, New York, NY 10021, United States.
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