Leica opened its first boutique "shop-in-shop" in New York City last week at a special event that mixed photography, cameras, and film and reality TV stars. On hand to christen the 150-square foot Leica Boutique at Willoughby's Imaging Center on Fifth Avenue were actor Matthew Modine, photographer Patrick McMullan, and Alex McCord of Real Housewives of New York.

The Leica Boutique at Willoughby's Imaging Center is one of two Leica shop-in-shops currently active in the United States. The other opened last December at the Palm Beach Photographic Centre in Florida.

“As New York’s oldest photographic emporium, Willoughby’s has established itself as a photography destination for over 100 years," said Christian Erhardt, vice president of the Photo Division at Leica Camera Inc. "Willoughby’s expertise and professionalism convinced us of its potential to provide our customers with an unrivalled Leica purchasing experience."

Though Leica has opened stand-alone Leica branded stores in other parts of the world -- including Moscow and Paris -- because of its strong partnerships with photo dealers in the United States, the German-based company has opted for the "shop-in-shop" concept here.

The Leica Boutique will be a permanent fixture at Willoughby's, offering everything from point-and-shoot cameras such as the new Leica V-Lux 20, to digital rangefinders including the M9; and the S2, a medium-format/digital SLR hybrid.

“We are proud to offer Leica clients and fans this distinctive new venue to explore our products,” said Leica Camera president Roger Horn.

“Both Willoughby’s and Leica Camera have a significant place in the photography industry’s rich history and we are excited to bring lasting synergy to both our brands through this partnership.”

The 1,500-square-foot Willoughby's is New York's oldest photo store, opening in 1898.