Barneys New York in spectacular homecoming
Barneys New York has opened flagship in downtown Manhattan on the same block that the upscale retailer was founded on in 1923 and maintained a presence through the late 1990's.
The multi-level, 55,000-sq.-ft. store, on 7th Avenue between 16th Street and 17th Street, combines the ultimate in modern design and luxury shopping with state-of-the art technology, including the use of beacons to share multimedia content with shoppers and also to send personalized recommendations from The Window, Barneys' editorial site, which is linked to barneys.com and the store’s mobile app, to users who choose to opt-in.
In other features, a custom clienteleing system uses customer-centric personalization that connects online and offline behaviors and preferences so that sales associates may better serve customers. The clienteleing app is available on associates' iPads, which are also used as mobile POS devices.
"We want the customer to feel as though anything is possible when they walk into the store,” said Barneys New York COO, Daniella Vitale
The flagship include men's and women's fashions, footwear, accessories, cosmetics, and the company’s signature Freds restaurant/bar. There’s also a barbershop, done in partnership with the Blind Barber brand, that serves up beer and cocktails along with haircuts and shaves.
Designed by New York-based architectural firm Steven Harris Architects, the store has a modern, luxury aesthetic and a smaller, more intimate feel than its uptown counterpart. The exterior is defined by a 170-ft. stainless steel marquee that runs along the 7th Avenue façade and wraps the corner of 16th Street. The striking storefront provides plenty of space for Barneys’ to create its iconic window displays.
The focal point of the interior is a dramatic sculptural spiral staircase on the main level. Set inside a central glass atrium, it provides views of the adjoining floors and connects the lower level to the third floor.
The ground level includes women’s and men’s leather goods and accessories and fine jewelry. Mirror polished stainless steel clad columns help open up the space, and hand rubbed brass accents add warmth.
The lower or “foundation” level is home to cosmetics, skincare, fragrances and men’s grooming products. It has an open, light feel, and is defined by sculptural white textured walls designed with an abstract motif, white terrazzo flooring, and custom-designed cosmetic stools with polished stainless steel frames and leather seats. The barbershop is also located on this level.
The second floor features women’s ready-to-wear and shoes, displayed against a backdrop of floor-to-ceiling marble. Lush upholstery fabrics such as mohair and velvet, and sculptural brass tables, provide a luxurious and residential-like feel.
The third floor, home to men’s ready-to-wear and footwear, features darker marbles and darker earth tones such as moss, slate blue and camel.
The third floor also houses Freds restaurant, which includes a 30-ft. onyx marble bar.
In addition to the new Chelsea location, Barneys New York operates flagships on Madison Avenue in New York, Beverly Hills, Chicago, Seattle, Boston, San Francisco, and Las Vegas, as well as 18 other stores and outlets across the United States.
"The opening of our new downtown flagship is a unique homecoming for Barneys New York," stated 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.”