A flagship boutique that redefines Ellen Tracy’s brand identity with a modern, luxurious, and service-focused retail environment at The Americana.
The opening of the premier Ellen Tracy boutique at the upscale Americana shopping center marks a bold new chapter for the brand.
Drawing inspiration from the clean lines and luxurious functionality of Ellen Tracy’s designs, the boutique creates an inviting, residential-style environment. With a focus on natural materials and mid-century American-Modern influences, the space reflects the company’s evolution and contemporary vision.
As Ellen Tracy expanded its offerings and refreshed its brand direction, the company needed a flagship space that conveyed sophistication, warmth, and modernity.
The challenge was to design a store that balanced a sense of openness and light with intimate zones for showcasing collections — all while creating a memorable shopping experience that celebrated the brand’s heritage and commitment to quality.
The new boutique embraces a streamlined mid-century American-Modern aesthetic, combining sleek forms with rich, natural textures. Large unobstructed windows flood the space with light, while flowing white draperies create a soft, inviting veil along the store’s length. A dramatic travertine feature wall provides contrast, complemented by a carefully curated palette of materials: blond rift oak, Madagascar ebony, ribbon walnut, polished stainless steel, luminous brass, and dark oak flooring.
To enhance the residential ambiance, the space includes unique touches such as a gallery wall displaying historic Ellen Tracy images and original furniture by renowned designers like Paul McCobb, T. H. Robsjohn-Gibbings, and a Florence Knoll sofa covered in champagne cowhide. The result is a flagship boutique that feels both elevated and approachable, setting a new standard for the brand’s retail experience.
The Groves & Co. team doesn’t just design spaces—they create environments that tell a story. Their expertise and collaborative approach made the process seamless, and the end result is a space that inspires everyone who walks through our doors.
Working with Groves & Co. was a transformative experience. Their team brought our vision to life with such precision and artistry, creating a home that feels both elevated and deeply personal. Every detail was thoughtfully considered, and the final result surpassed our expectations.
