Barneys is returning to Chelsea with a new downtown flagship on the same block the store occupied from 1923 through the late 1990s. The store opened on Monday.
The 55,000-square-foot flagship, spanning five floors, was designed by Steven Harris Architects, the firm that also worked on the Madison Avenue and Beverly Hills locations. The store contains men’s and women’s ready-to-wear, footwear, accessories, cosmetics, a Blind Barber barbershop and a Freds restaurant.
The exterior of the store is defined by a 170-foot stainless steel marquee and has two feature windows facing onto 7th Avenue. The central atrium with a spiral staircase calls back to the store design of the original Barneys. The atrium features glass with a custom abstract design of mirrored vertical, horizontal and diagonal lines.
The ground level houses men’s and women’s leather goods and accessories, as well as women’s fine jewelry. This floor will feature black nero marble, stainless steel-clad columns and brass accents.
The second floor offers women’s shoes and ready-to-wear. The shoes are displayed against a backdrop of floor-to-ceiling marble. This floor is decorated with upholstery fabrics like mohair and velvet, paired with sculptural brass tables to create a luxurious feel.
Men’s footwear and ready-to-wear will be located on the third floor, which was designed using darker earth tones such as moss, slate blue and camel. Personal shopping suites are on the fourth floor for a more private experience.
The store will continue to carry top designers such as Dries Van Noten, Givenchy and Saint Laurent, as well as XO “Exclusively Ours” brands such as Baraboux handbags and fragrances from Douglas Little. The Chelsea location will also launch exclusive capsule collections from Valentino, Alexander Wang, Elder Statesman and Sidney Garber, among others.
Barneys is pairing its new location with new retail technology. The store is launching iBeacon technology, which will create the ability to deliver personalized recommendations of content to customers’ mobile devices. The store also built an app that will connect online and offline behaviors and preferences and inform sales associates on customers’ brands and products of interest. With the launch of these new digital efforts, Barneys will also make same-day delivery available in Manhattan and some parts of Brooklyn.
To honor and promote the new Chelsea location, Barneys is launching a Spring 2016 campaign titled, “Our Town,” shot by Bruce Weber. The campaign looks to honor the way that New York City continues to inspire the brand as a whole. The campaign features portraits and short films highlighting iconic New Yorkers, spanning notable faces from Cyndi Lauper, to Lady Gaga, to Yoko One and local characters like nightlife icon Ladyfag.