Luxury retailer, Barneys New York is all set to open doors of its new downtown flagship store. Located in Chelsea on 7th Avenue between 16th Street and 17th Street, the new store returns to the same block it has stood since the company first opened in 1923. Spread across almost the entire city block, Barneys New York is sure to will change the 7th Avenue streetscape.
The new store has been designed by award-winning New York-based architectural firm Steven Harris Architects. Spread across 55,000 square foot and over five floors, the store will include men’s and women’s ready-to-wear, footwear, accessories, cosmetics, a Blind Barber barbershop, and a Freds restaurant.
The store’s architecture, technology, services and overall experience will be on par with today’s modern shopping experience. The exterior of the new flagship store will feature a 170 foot stainless steel marquee running along the 7th Avenue façade and around the corner of 16th Street. The central atrium will feature a spiral staircase that connects the lower foundation level to the third floor, and serves as an ode to the store design of the original Barneys.
The ground level will highlight men’s and women’s leather goods and accessories, as well as women’s jewelry. The foundation level, below the ground level, will feature cosmetics, skincare, fragrances, and men’s grooming. Barneys has also partnered with barbershop and lifestyle brand Blind Barber with a dedicated space for men’s treatments such as shaves and haircuts and other signature offerings that are exclusive to this outlet.
On the second floor, women’s shoes and ready-to-wear will be featured. The shoes will be displayed against a rich floor to ceiling marble backdrop while lush upholstery such as mohair and velvet and sculptural brass tables, provide customers all the comforts they need while shopping. The men’s footwear and ready-to-wear will take up space on the third floor, which is designed using darker earth tones such as moss, slate blue and camel. The store will also offer personal shopping suites on the fourth floor for a more private experience.
The flagship store will be home to a number of curated merchandise for which Barneys New York is known. This includes designers such as Dries Van Noten, Givenchy, and Saint Laurent will be available, as well as XO “Exclusively Ours” brands such as Baraboux handbags, and fragrances from Douglas Little. The store will also feature launch capsule collections from Valentino, Alexander Wang, Elder Statesman, Sidney Garber and others.
“The opening of our new Downtown flagship is a unique homecoming for Barneys New York,” said Barneys New York CEO Mark Lee. “Born as a single brick and mortar location over 90 years ago, Barneys New York returns to the same New York City block as a modern 21st century retail force that will offer the downtown customer a unique and unprecedented customer experience.”
Barneys will also celebrate its long standing relationship with New York city with a Barneys’ Spring 2016 campaign called “Our Town,” photographed by Bruce Weber, to honor the city. The campaign which includes portraits and short films highlighting iconic New Yorkers like Bobby Cannavale, Cyndi Lauper, Lady Gaga, Yoko Ono, and Patti Smith, to local characters like popular Italian restaurant Rao’s owner, Frank Pellegrino, and nightlife icon Ladyfag. ‘Our Town’ will showcase New York and its true soul, as seen through Weber’s eyes.
The iconic Freds at Barneys New York will be its first downtown location, on the third floor of Barneys and feature a menu of light bites and cocktails. Upon entry, a 30-foot onyx marble bar and a custom faceted mirror on one side, with lounge seating on the opposite side welcomes you. The restaurant also offers a formal dining area.
Barneys is the first luxury retailer to launch iBeacon technology as a way to share rich multimedia content like videos, look books and designer interviews for their customers, sent to a customer’s mobile from The Window, Barneys’ luxury editorial site.
The store has also built a custom clienteleing system, which uses customer-centric personalization that connects online and offline behaviors and preferences so that sales associates may better serve their clients through better background information on brands and products of interest to each individual consumer, and ease of purchasing. Barneys recently redesigned their digital platforms – barneys.com, and thewindow.barneys.com – strengthening their position as the first luxury retailer to use design, content and consumer insights for a more personalized and editorially-driven experience to customers.
Barneys’ will also pay homage to its original location, by taking inspiration from its 1986 “Denim Jacket” event through a online charity auction with Christie’s, this March. “The Black Leather Jacket” will benefit two New York nonprofit institutions: The Lesbian, Gay, Bisexual & Transgender (LGBT) Center, and art-space White Columns. The original event in 1986 saw Barneys partner with designers and artists including Keith Haring, Jean Michel Basquiat, Andy Warhol and Yves Saint Laurent who put their spin on a deconstructed denim jacket, which was auctioned for an AIDS charity at an event with Madonna, Debbie Harry, Iman and more.
The modern Denim Jacket will see Barneys’ once again partnering with artists and designers to create one of a kind leather motorcycle jackets that will be open for bidding at Christies.com/TheBlackLeatherJacket from March 1-22. Jackets from designers Joseph Altuzarra, Alexander Wang, Isabel Marant, Dries Van Noten, Tim Coppens, Givenchy by Riccardo Tisci, Azzedine Alaia, and artists Helmut Lang, Ella Kruglyanskaya, Dan Colen, Anicka Yi, Borna Sammak, Glenn Ligon, Kim Gordon, Lisa Yuskavage, Marilyn Minter, Nate Lowman, Rob Pruitt, Sterling Ruby, Susan Cianciolo, and Ugo Rondinone, will be available at the auction.