Located on the main drag of Montauk Highway going into town, next to the Memory Motel, Cynthia Rowley's new boutique opens Memorial Day, embodying pure beach-shack-chic for the Hamptons' most laid-back set.
Don't be deceived by its small and stripped-down facade sporting only a neon SHOP sign, the new store will house the entire Cynthia Rowley Collection, Cynthia Rowley home and garden, Cynthia Rowley for Roxy and Cynthia Rowley-customized Meyerhoffer surfboard. The fun goes on with a summer concert series at the storied Memory Motel next door, hosted by the boutique.
The designer has been summering in Montauk for years, so she seems to get it -- Montauk truly is that low-key -- not pushing anything over-the-top fancy, just creating a chic incentive to stay in town.
