Taking center stage is IDAandHarry, across from Gotham Steak in the Fontainebleau lobby, featuring a well rounded elective array of exclusive, yet recognizable designers. The 50s-inspired, comfortable, friendly and sophisticated boutique includes women’s and men’s clothing from evening wear to jeans, t-shirts, shoes, accessories, belts, hand bags and jewelry. The store houses well known, high-end brands that are not sold everywhere.

Clotheshorses like Gwyneth Paltrow, Kate Hudson and the Kardashians have been spotted perusing the racks filled with Alice and Olivia, Dsquared, and Hervé Léger. And rather than the typical golf shirts for guys, she stocks Helmut Lang and Paul Smith. Shoes and handbags by Valentino, Alberta Ferretti and Nancy Gonzalez, as well as jewelry designed by Borgioni, also reel in shoppers.

“The goal is to have items that are not only cool and unique for a hotel but also for the area,” says Soffer, who treats it like a stand-alone boutique through events such as a book signing with George Hamilton and a trunk show for Nicole Richie’s jewelry line. “We see it all, from the T-shirt-and-jeans customer to ones who go for the $6,000 bag or $25,000 shopping spree.”