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07/08/2021

American Dream sets long-delayed opening date for upscale wing

Marianne Wilson
Editor-in-Chief
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American Dream mall

American Dream is finally going to unveil its upscale retail wing  — along with its Ferris wheel.

The 3 million-sq.-ft. mega retail and entertainment center in East Rutherford, New Jersey, will debut The Avenue on September 30, with about 20 stores opening their doors. The opening lineup will be led by Saks Fifth Avenue which, at 113,000 sq. ft., is the largest store in the estimated 300,000-sq.-ft. wing. 

Other brands opening on September 30 include Hermès, Saint Laurent, Tiffany & Co., Dolce & Gabbana, Mulberry, Anne Fontaine, and others.  A “substantial” portion of the space within The Avenue is yet to be leased, reported Women’s Wear Daily, partly due to the bankruptcy of  Barneys New York, which had planned to open a 50,000-sq.-ft. store at The Avenue.  

The Avenue’s opening dining lineup includes Carpaccio, which has a location at the upscale Bal Harbour Shops in Florida, and is opening its first Northeast location at American Dream. There will also be a a champagne bar, Brüt, whose offerings will also include savories and sweets.

American Dream’s giant Ferris wheel is also expected to open with The Avenue, or shortly before or after.

“We are excited to bring our reimagined luxury experience to American Dream with a selection of prestigious brands and offerings unseen anywhere else in the state,” said Don Ghermezian, president of American Dream, developed by Triple Five Group. “The Avenue at American Dream builds on our premiere offerings, reinforcing American Dream’s position as a top entertainment and retail destination.”