Where? Intermix is in uptown Manhattan, on swanky Madison Avenue, a shopper's paradise. It is near designer boutiques such as Chloe, Gucci and Juicy Couture, and hip department store Barneys New York.
Who? Intermix was founded by Lebanon-born Khajak Keledjian, who was 19 and a student at New York University when he opened the first store, in 1993.
Today, he is chief executive of the trendy chain, which he runs with his brother, Haro.
Fashion finds: as its name suggests, Intermix stocks individual pieces from hip designers to offer the must-have seasonal trends and colours. Funky US designers are represented in the form of Marc by Marc Jacobs, New York-based Diane von Furstenberg, Catherine Malandrino, Michael Kors and Theory, which is loved by locals for its casual basics. High-end fashion comes courtesy of European brands such as Chloe, Alberta Ferretti, Stella McCartney and Matthew Williamson, along with lesser-known talents from global fashion capitals. As with all New York boutiques, there are jeans aplenty from denim gurus such as Frankie B, Citizens of Humanity and Earl. Match them with cute shoes
from Sigerson Morrison, Kenneth Jay Lane baubles and eclectic bags from Jamin Puech. The store's own-label T-shirts are worth a look, too.
The vibe: in keeping with its upmarket location, the store is elegant and minimalist, with racks of designer threads. There are plans to triple the size of the boutique to 5,000 sq ft this year.
The crowd: fashion-obsessed consumers and young fashionistas who are flamboyant and label conscious.
Extras: get the personal treatment with Intermix's one-on-one shopping service. If you can't make it to SoHo, check out one of Intermix's five other Manhattan branches, or one of the 15 elsewhere in the US.
Intermix is at 1003 Madison Avenue, New York, tel: 1 212 249 7858; www.intermix-ny.com.