After several pop-up locations around the country, New York-born footwear and lifestyle brand Brunch is putting down permanent roots for the first time.
Late last week, Brunch opened the doors to its first official flagship store at 251 Elizabeth Street in the Nolita neighborhood of New York City. The store now carries the brand’s full range of footwear including its original slipper, loafers, mules, suede and shearling footwear, pajamas, robes, apparel and kids.
Designed by Studio Jume around the feeling of “the first morning of vacation,” the space brings Brunch’s hospitality roots full circle, transforming the store into a playful hotel lobby. Details include a butter-yellow plaster facade, navy scalloped awning, sidewalk cafe setup, cherry wood millwork, powder-blue tile, numbered hotel-inspired pickup cubbies, a curved check-in counter and a visible embroidery station where customers can personalize their pair of shoes.
What’s more, a terry-cloth wall displays the embroidery menu, while amber stained glass, custom powder-blue mirrors and warm lighting add to the hotel-inspired atmosphere. Playful touches like a front-desk bell, “enjoy your stay” brass floor inlay, cappuccino cups and a croissant-shaped door handle bring the Brunch story to life.
Personalization also has a permanent home inside the flagship. Customers will be able to embroider Brunch’s terry styles with different icons and thread colors, while a separate customization bar will offer laces, hardware, beads and charms for select footwear.
For founders and brothers Daniel and Joshua Sitt, the opening brings Brunch back to where its story began.
“Nolita felt like a natural fit for who our customer is,” the founders said in a joint statement.
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