THE SCENE
First U.S. Joie Boutique Debuts Today on Madison Ave

Joie, a contemporary women’s line, is set to open the doors of their first ever U.S. flagship store today on 1196 Madison Avenue between 87th and 88th Street.

Based out of Los Angeles, the company embodies bohemian classics like flowing maxi dresses, linen pants and strappy leather sandals. The company began in 2001 with its luxurious cargo pant which has become a staple in their line. In 2007, Joie was purchased by Serge Azria, brother to BCBG’s designer Max Azria, and continued to infiltrate the market by incorporating a footwear line and the more casual but ever chic Joie Soft line. The new boutique will be carrying all lines.

FLAGSHIP STORE
Armani's 5th Avenue Flagship

Giorgio Armani will be opening his new Armani/5th Avenue flagship store today. The Italian designer refers to his store located on Fifth Avenue and 56th Street as “very New York”. The new store has a very dramatic interior with an impressive central staircase and a glass structure. The corner location is prime and surrounded by other high end designers like Gucci, Prada, Versace, and Fendi and, next door to Bergdorf Goodman. Armani chose the Fifth Avenue location because of its democratic and mood, which he hopes to represent in the future with his brand. The new store is will be two floors with jeans, sportswear and accessories on the lower level and women’s clothing and men’s wear on the second floor. His store on Madison Avenue will remain open.

5TH AVENUE
Glass Cube to Grace 5th

Fifth Avenue will get a makeover this spring with a brand new Giorgio Armani flagship store. The 43,000-square foot space will be shaped like a cube and blend all the Armani lines together. The store will contain his Giorgio Armani, Emporio Armani and Armani Jeans lines, items from Armani Casa, Armani Dolci chocolates, and his makeup and perfume collections. The iconic designer told WWD he chose Fifth Avenue because even though it might not be as exclusive as other addresses, “it has a democratic mood which I’m certain represents the future.”