Inside Willoughby's, New York's oldest photo emporium (they sell cameras and photo equipments for every budget and skill level) is this store within a store. This one- stop shop for many a photographer's favourite and collectible camera, one can find info on all Leica related topics and everything from point- and- shoot cameras to range finder and medium format systems and binoculars. As a result, every one from event- documentarian Patrick McMullan to actor Matthew Modine crossed the threshold for the celebrated opening which featured an exhibit by filmmaker/fashion photographer Nevil Dwek, who's used a Leica S2 for his snaps for Elle Brazil. The shop, which appeals to celebs and tourists alike, draws the everyday passerby to such folks as jeweller Coralie Charriol, designer Miguelina (Gambaccini), and model Maggie Rizer. And in turn, the shop has recognised their notable fans with such efforts; during the opening month they pledged a percentage of proceeds to Modine's green charity Bicycle for A Day.

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