New York - April 14, 2004

Heart of Gold

I Heart Store Opens

Whoever classified shopping as a leisure activity must not get out much.

The schlepping. The crowds. Navigating sidewalks that resemble dog-crap obstacle courses. Oh, yeah. Sounds real relaxing.

What would a genuinely low-key and fun shopping experience be like? A lot like I Heart, a recently opened attitude-free spot on Mott Street. The 1,700-square-foot subterranean space fuses fashion, music, and art — the latest entry in the class of boutique that’s both clothing store and creative hub. Labels include United Bamboo, Tsubi, Wink, and Gauge, as well as harder-to-find designers, like Karen Walker and Eley Kishimoto. Stop by, listen to music, try some stuff on, or just sit on the comfy couches and browse design books at your leisure.

Yes, leisure. The real kind.

I Heart, 262 Mott Street, between Houston and Prince Streets (212-219-9265).