Now Open: Midtown's Fossil Unearthed

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In a time when most store interior design seems homogeneous, gems like the new Fossil store on West 34th Street renew our faith in retail. Not only do they carry all of the lines from Fossil, including an entire case full of Starck watches and shelves of product exclusive to their New York stores, but they managed to create a small playland of mid-century modern.

Hearkening back to the design days of the likes of Mad Men and I Dream of Jeannie, all the warm wood and retro touches have you expecting the Brady kids to come bounding down from the store's mezzanine.

As they worked through the summer to reach an opening in this crucial pre-holiday period, Fossil knew they'd be most attractive at this time of the year; we totally just want to curl up in front of a roaring fire with some hot chocolate in the back of their store. As for gifts, Fossil can be a Coach alternative for those feeling the pinch. They've already put items on sale and seem to be successfully attracting down the tourists from the neighboring Empire State Building.

Week In Review: Canal Counterfeiters, American Apparel, Tribeca Whole Foods, More

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The Week in Racked: More Counterfeiters Hit on Canal, American Apparel Brings the Bling, Two Weeks 'Til Tribeca Whole Foods, Theory MePa Trades Separates for Showtunes, La Perla's Lovely Lacefest, Kate Spade Bags Bleecker St Space, Matter's Little Jewelry Annex, Soho Lab Drops the 'Soho', Tretorn Turns Up in Soho, Stipe Sculpts on the Bowery, Zara Sale is Some Crazy Shiz, Double the Fresh Food for Fidi, Fossil Discovered in Midtown and American Apparel Colonizes NYC.

Storecasting: Fossil Discovered in Midtown

Only a few storefronts down from the as-yet-unopened Kira Plastinina Midtown sits an utterly gutted building which will become the flagship boutique for Fossil Accessories.

According to the Fossil website, the store at 38 West 34th Street will ideally open this summer, but as you can see the zone is still very much a hard hat area. This will be Fossil's second Manhattan store after the one at Fifth Ave and 44th Street, carrying all of their lines inspired by vintage Americana. Yep, this will not be another watch store; their very Coachesque sunglasses, handbags, jewelry and other small leather goods are quite a cushy source of income for Fossil and will totally attract tourists for a few more NY souvenirs they could have probably bought at home.
· Fossil Jumps on the Eco-Tote Bandwagon [Racked]

Clickage

Fossil jumps on the eco-tote bandwagon. Photo via the idealist/Racked Flickr Pool

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National
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