On every day that doesn’t start with an ‘S’, I can guarantee one moment that will make me smile. That’s when I check out the Daily New from Moss. This is another bright idea from the brightest of design gurus, Murray Moss, who runs New York’s best design store and was featured in a recent Vanity Fair. The Daily New is always surprising, often mysterious and sometimes provocative – just like the store itself. The Moss enterprise unashamedly sets out to create a different kind of experience. Forget the feel-me/touch-me spirit of most retail innovation and check out Moss souvenirs to get the spirit of the place. T-shirts, pens and mouse emblazoned with "Please do not touch" and "Photography is not permitted". Murray Moss’s inspired idea was to combine retail and a museum. To examine what lies in the glass cases in his store in Greene Street is to experience the frisson that comes from untouchable, amazing objects and the knowledge that if you really want them, they could be yours. This is the promise of Mystery at its most sophisticated. Moss is soon to open in Melrose in LA (as soon as any of you get in the door I’d love to hear what it’s like). Let’s see how he meets the LA challenge.