The shop on 74th Street is the designer's second store in New York.

Nearly 40 years after planting a flag in the U.S. with a shop in the Flatiron District, the British designer on Wednesday opened a flagship at 929 Madison Avenue. The two-story shop on 74th Street marks the company’s second store in the city, joining the one on Wooster Street in SoHo, which opened in 2020.

The 2,850-square-foot Madison Avenue shop is inspired by Smith’s home in London’s Holland Park, sporting a design intended to feel like a London town house. The stucco façade features a handcrafted mosaic of a needle and thread created by French artist Alexandra Carron. It is intended to pay homage to Smith’s heritage in tailoring.

Inside the front door, octagonal floor tiles replicate those from his home hallway, and there are antique furniture and reclaimed wood paneling. Key features include a large 19th-century draper’s table once used for measuring fabrics that is now used to showcase hundreds of pairs of Smith’s trademark socks, shoes and accessories, along with a vintage spoon chandelier.

Next up is the study, which houses the men’s and women’s ready-to-wear collections. It pairs oak paneling with a pink-fringed area rug and vintage walnut library chairs reupholstered in the brand’s signature stripes by Smith’s longtime textile partner Maharam. The mantlepiece holds a collection of postcards and letters Smith has collected over the years, with an 18th-century folk art model in the center.

The second floor is home to Paul’s Jet Lag Room, a dedicated space for tailoring, occasion wear and made-to-measure.

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