Pop-Up Run Done, Variazioni Warms to Midtown East

1043 Third Avenue


Last week, Faith Hope Consolo announced another trendy retail score. Following a pop-up test run last spring, fashion boutique Variazioni will open its sixth Manhattan location and its first on the Upper East Side.

“Ironically, we initially met some resistance because the owners needed to be convinced that midtown east contained the right mix of superchic and funky fashion lovers,” said Ms. Consolo, who, with Prudential Douglas Elliman colleague Joseph Aquino, represented both the landlord and the tenant in the deal. “But the pop-up store solved that problem completely.”

The Third Avenue building is currently undergoing a multimillion-dollar renovation. “To us, this location was a no-brainer,” said Mr. Aquino.

egeminder@observer.com Pop-Up Run Done, Variazioni Warms to Midtown East