Events — 07 April 2011
Grand Opening of Covert Shoe Lab at the Limelight Marketplace

Covert Shoe Lab
Limelight Marketplace
20th Street at Avenue of the Americas, (212) 359-5600

Tuesday night marked the grand opening of the newest boutique shop in a place rife with them- the flatiron district’s Limelight Marketplace. The former church turned nightclub turned shopping space hosted a guestlist only party boasting free booze, appetizers, and entertainment all to celebrate the opening of the Covert Shoe Lab on the first floor of the marketplace.

Illuminated and perfectly measured display shelves house an intricate display of kicks ranging from Lacoste to Fred Perry and other unique brands of shoes that you probably have never heard of. Boasting styles of all walks of life, the store is more of a niche shop than it is a Foot Locker, but in the Marketplace, it fits in like a glove. The party kicked off at 6:30pm sharp, with a short wait at the 20th Street entrance for check-in. Seemingly every half hour the staff was raffling off men’s and women’s giftpacks ranging from bags to shoes, all for the purpose of bringing attention on the new shoe spot.

Sponsored by Surface Magazine, the evening featured a VIP style party with hors d’oeuvres created by celebrity chef Todd English, delicious beer from Radeberger and Krusovice and Limelight inspired cocktails featuring “Lucid” Absinthe, which were inventive and refreshing. The entire first floor was packed, with pockets of ample space available inside stores, and on higher levels in the Marketplace. The DJ kept the exclusive party moving along playing notable Top 40 jams, as server trays were attacked by hungry guests. Everyone inside looked the part though, looked as if they knew they belonged inside the restricted party- most with suits and ties, some dresses here and there, and mostly good looking people taking in the sights and enjoying the free booze and half-price wine served at a winebar upstairs.

If you haven’t had a reason to check out the Limelight Marketplace yet, at the very least browsing the display at Covert Shoe Lab should get you in the door. While inside, grab a bite of the historic Grimaldi’s pizza (sorry, no slices) and check out the Cult of Personality jean store which opened upstairs earlier this year. For more information on everything inside the Marketplace, from cupcakes and cheeses to earrings and artwork, check out the Limelight Marketplace.

- Jane Van Arsdale

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