Leica's new flagship store in New York City hopes to be a place for the photography community and not just a place to make sales.
Walking into Leica’s new flagship store in New York City immediately evokes a sense of luxury, and yet, the space still feels welcoming. It’s a tricky line to toe, but somehow the shop and gallery pulls it off.
This allows anyone to scroll through Leica’s Instagram pages, focusing on photography as an art form rather than feeling out of place if they aren’t familiar with the specific products. The same is true, Leica hopes, for its new space in Chelsea. As much as each detail whispers luxury, it screams photography.
But it’s a soft sell. The cameras and the accessories and the watches are there, but whoever walks in can take it or leave it. The point of the store, somewhat ironically, isn’t to sell to customers at all. On the second floor of the Leica store is the “library.” That’s not a misnomer either. While some community spaces offer books, they can frequently feel more like set decorations rather than an actual invitation to pick them up and read. But in Leica’s library, people are encouraged to sit at a table and take in the books, whether they’re a green photographer eager to learn more about the craft or want to delve into a photobook of a titan in the field like Diane Arbus.
“Elliot, even though wasn’t a native New Yorker, spent so many years of his life in New York. And if you look at his greatest work, it’s in New York. And so we would say having, and I think that if you think about New York as a city, having a person who’s from LA that was born someplace else and finds home and comfort in a city as New York, how could we not do Elliot?” Giannattasio explains.
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