Madewell Brings New Denim Atelier Concept to Updated NYC Flagship

Madewell has officially opened the doors to its redesigned flagship on 5th Avenue in New York City. The store is the denim brand’s largest in the city, measuring in at 9,000 square feet, and features a new Denim Atelier space designed to offer “a new approach to the traditional fitting room.”

The flagship is the latest Madewell store designed to “foster creativity” within a traditional retail space. While consumers are welcome to shop the brand’s entire collections for men and women, they also can shop a selection of art, travel and design books hand curated in partnership with McNally Jackson Books. The dedicated bookshelf will be refreshed on a quarterly basis and available for direct purchase via QR codes. Customers will also be able to discover and enjoy artists-in-residence. For example, a capsule collection of hand-painted denim is exclusively available for purchase by LA-based artist Juliet Johnstone.

The Denim Atelier is another new element for Madewell stores. With the mission of creating a content creation destination for local influencers, the Denim Atelier is a dedicated space where consumers can get tailoring and hemming services and participate in either single or group appointments. The appointments are hosted by Madewell Stylists who offer tailored guidance and a relaxing cocktail to make the try-on experience a bit more enjoyable.

To celebrate opening weekend from September 8-10, 2023, Madewell is hosting several free activations, including branded coffee carts, flower arrangements, denim customization and more.