Plenty of fur coats and tailored suits walk the blocks of Madison Avenue, a landmark street in New York City. Madison Ave, from 74th St. to 78th St., is primarily known as a shopping center to the upper-class. But the clientele here are not just wealthy people; they hold the surnames of those families that helped shape New York City. Families such as the Carlyle family whose hotel, the Carlyle Hotel, has tended to U.S. Presidents and royals from around the world. Madison Avenue has always catered to the elite. Many of the exclusive brands that decorate this long avenue are not sold in department stores, which precisely meets the standards of some of New York’s wealthiest families.

This affluent shopping street stretches from 23rd street all the way to 142nd street, lying along an enormous portion of Manhattan. Madison Avenue did not only cater to the selling of merchandise, but also to the advertisements that were displayed. Many advertisement agencies control goes on everyone’s television sets during their favorite program or what they see on the billboard during their commute home. For this reason, Madison Avenue is known for its advertising.

We sought to study Madison avenue and it’s history under the guidance of Brooklyn College Sociologist Sharon Zukin. Our analysis covered the middle portion of the avenue from around 74th street to 77th street.  Our project seeks to highlight this landmark street and tell a story of the New York’s “old money” and how it is a community center for the upper-class population.

Sources:

“OUR STORY.” Our Story | The Carlyle, A Rosewood Hotel | Luxury Upper East Side. N.p., n.d. Web. 11 May 2017. <https://www.rosewoodhotels.com/en/the-carlyle-new-york/about/our-story>.

“Madison Avenue.” National Museum of American History. N.p., 06 Mar. 2017. Web. 11 May 2017. <http://americanhistory.si.edu/advertising-business/madison-avenue>.