Aritzia‘s long-awaited first New York flagship is officially open for business and it is gigantic and full of very cute things you are going to want to buy. We stopped by for a little preview this morning and despite the boutique’s immense size and “metaphysical” theme, the store is comfortable, sleekly designed and, thankfully, not nearly as flashy as many of the stores that share its busy stretch of Broadway in SoHo.

The flagship, which is somewhere between Topshop and Zara in both size and location, has a more high-end boutique feel than its supposed competitors, as does the clothing. Aritzia‘s Madewell-esque focus on offering beautifully-designed clothes that are on trend, high quality and good value really shows in the brand’s spring collection; as well as fall, which I got to see up close this morning. I was particularly impressed by the coats and sweaters, which are all made with the best wools and cashmeres and yet are somehow ridiculously affordable. Right now, only Aritzia’s nine in-house lines are available, but soon you’ll be able to shop pieces from some of their favorite contemporary designers brands like Vena Cava, Acne and Vanessa Bruno. Click through for some of our favorite fall pieces. And don’t forget to stop by the store, located on the corner of Broadway & Spring.