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Best Store Makeover: Wish

Staff Pick

Putting a hipster clothing boutique in a stately old library building on Moreland Avenue was a stroke of genius when WISH opened a dozen or so years back. Now, several owners and inventory changes later, the shop has reached its full potential with a spectacular renovation that would feel like a SoHo art gallery — if you weren’t so consumed with browsing through its racks of Nice Collective, True Religion and Martin Margiela. The clean lines, black-and-white palette and stark furnishings of the main floor are made less imposing by the use of lowly materials such as bare plywood for wall paneling and construction nails for accessory hooks. Downstairs, the dim, book-lined shoe vault, where specialty kicks rest dramatically on glowing white boxes, is an equally captivating space. And the brilliant ad campaign — shots of local musicians wearing Wish’s wares — only complements the store’s hot new look.

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