Where? Near Chinatown and Little Italy, in New York's Nolita district, a vibrant neighbourhood that is much more hip and less touristy than nearby SoHo.
Who? Japanese designer Mami Suzuki, a graduate of Parsons the New School for Design, opened the boutique in March after moving to the city from Tokyo. Her mission? To bring unique Japanese designers to the US style capital.
Fashion finds: fashionistas gravitate towards msg. because of its unusual selection of indie fashion from the likes of face too, Iliann Loeb, Y-WA-I and Isola. The store stocks Suzuki's one-of-a-kind dresses, under the msg. label, which she describes as 'bold but subtle, eclectic but refined'. Also look for the puffy leather jewellery she creates with designer Mimi Golzer. Accessories include handbags from Moroccan-inspired line Enshallah and Brazilian designer Daniela Zylberstein, both of which are exclusive to the store.
The vibe: the tiny space is a former art gallery, and Suzuki's husband uses the basement as his studio. The look is minimalist and industrial with exposed brick, mustard-coloured walls and light bulbs suspended from the ceiling. Suzuki has added her own touch with vintage furniture. The look is chic but cosy.
The crowd: you'll find fashion editors from hip magazines such as Papermag and i-D sifting through the racks.
Extras: Suzuki's sister Hiro is a pastry chef and often makes bite-sized goodies for customers. Suzuki regularly throws champagne-fuelled parties.