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Madewell will open its first Brooklyn store at 127 North 6th Street in Williamsburg Wednesday, a sales associate told us when we called. The grand opening party is set for that evening, according to the brand’s Facebook page and an email we received.

When we stopped by yesterday, scaffolding was up and the exterior was under construction. We don’t know what that silvery shiny stuff is on the top (strips of aluminum? insulation?) or why it’s made up of such skinny, short pieces, but perhaps it’s some kind of under layer and not the final topping. (Click through for a closeup.)

The store is centrally located near Bedford Avenue on the same street as Urban Outfitters and American Apparel. J.Crew opened a few blocks away last month. Williamsburg is now feeling a lot like Soho 25 years ago. GMAP

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  1. I lived there then. I doubt that you did. While Soho was just beginning to get some more stores and such, it was not overrun with tourists or bad restaurants and bars that have ruined today’s Williamsburg. It’s just not a good comparison.