TWICE AS NICE: Two: Minds, the New York luxury concept store from former Jeffrey buyer Jesse Dong, has migrated southward, opening a second outpost in Miami‘s Coconut Grove.
The two-story unit situated across from Cipriani’s Mr. C Hotel occupies 6,800 square feet — more than double that of the original Meatpacking District location.
Inside Two: Minds Miami.
Courtesy of Two: Minds
Two: Minds debuted in 2021 with an investment from Ohio-based merchant Robert Rosenthal, and was one of the first tenants to revitalize the Gansevoort Row shopping district, which grew sleepy after a slew of pandemic-related closures.
Dong, a Coconut Grove resident for nearly six years, felt the neighborhood was similarly “underserved” fashion-wise.
“When you think of Miami fashion, everyone automatically assumes Design District or Bal Harbor,” he said. “But when I visited Coconut Grove, the pace slowed. It felt like a resort town with incredible schools and booming restaurants. The only aspect missing was a great place to shop.”
To create a cohesive look for his growing retail network, Dong partnered with design firm ICD Workshop on the interiors, which he described as “bright, airy, and open” with an industrial minimalist vibe.
Exposed pipes and concrete floors are softened by midcentury-inspired furniture, like re-editions of Pierre Jeanneret’s wicker chairs. Overhead cloud chandeliers from Parisian designer Celine Wright decorate the 30-foot ceilings. Marble accents in Two: Minds’ signature emerald green feature throughout, contrasting the stark white palette.
Inside Two: Minds Miami.
Courtesy of Two: Minds
Filling out the space is a mix of men’s and women’s ready-to-wear, accessories and fine jewelry from the likes of Alexander McQueen, Bottega Veneta, Dries Van Noten, Khaite and Renee Lewis.
Emerging British designer Jacob Lee, exclusive to Two: Minds in the U.S., is a new name to the roster as are Italian favorites for tropical dressing, Missoni and Pucci, though Dong was adamant the Miami store not be too resortwear driven. “The climate is much warmer here, but the fashion customer is well traveled,” he explained, adding “it’s important we dress them for every occasion.”
Dong will amplify Two: Minds’ presence within the local community through events. He is planning a fashion show on Fisher Island and will follow up on last year’s activation at Art Basel with a a bigger one during the 2024 edition.
