“So many shops are just about putting as much product as possible in front of your eye—it’s the same experience as when you go to a grocery store,” says Lauren Santo Domingo. “That’s not what we’re trying to replicate here.” Situated in a historic townhouse on a residential Upper East Side block just off Madison Avenue, Moda Operandi Madison is a beacon of 21st-century civility. “High tech, high touch,” Santo Domingo calls it. E-commerce software allows the luxury fashion retailer—once an online-only destination—to know a customer’s sizes and style whims before she walks in the door, so the entire space can be curated just for her. And what a space it is: Santo Domingo decorated it herself, splashing the walls in flattering shades of peach and emerald, and drawing from her various residences for furnishings. A Giacometti side table from her Manhattan home flanks a curved rose velvet couch in one room, while a constellation of bronze starbursts taken from the foyer of her Paris apartment alights in the green gallery. “It’s all revolving,” she says of the decor. In fact, hardly anything in the two-story space is fixed. All of the racks are movable, allowing the versatility to host a salon-style show one morning and a private appointment that same afternoon. “E-commerce has retrained the way we shop, and the in-store experience hasn’t responded to that,” Santo Domingo says. “We wanted the freedom to be flexible.”