J.Crew opens in West Village today in the Uptown development’s newest building 3700M. The building has a total of 37,000 square feet of retail and will also house men’s specialty retailer Suitsupply.

Late this year and early next year, several restaurants and shops will open in 3700M’s street-level space, said Madison Hunnicutt, marketing manager for West Village. Leases have been signed by burger restaurant Eureka, bar and restaurant Public School 214, ballet bar workout chain Pure Barre and Bisous Bisous Patisserie, she said.

Another new store coming will be interesting from a local company perspective. Aaron Brothers, a chain of framing stores that’s owned and operated by Irving-based arts and crafts retailer Michaels will open a small urban shop in 3700M. Makes sense that people who are moving into new apartments and condos in the neighborhood need supplies for hanging and displaying their photos and art. Michaels has opened small concept urban stores in other cities, but not here yet.

The $100 million 3700M apartment and retail tower is located on McKinney Avenue, behind a building under construction that will house The Richards Group.