ISTANBUL — Turkish luxury retailer Beymen is banking on attracting considerable local and international traffic to its largest flagship in the new Zorlu Center here.
The 108,000-square-foot unit houses some 400 international brands, 73 of which are exclusive to the location. Together with luxury boutiques for Dior, Dolce & Gabbana, Emilio Pucci, Stella McCartney, Tory Burch, Valentino and Saint Laurent, the flagship constitutes 20 percent of the total leasable area at the shopping center. The project cost $28 million, and is expected to generate annual revenues estimated at $100 million.
The mall has several other luxury fashion brands; local and international fashion labels for men, women and kids; technology stores, such as the first Apple store in Turkey; international jewelry brands, and home decoration stores.
Zorlu is billed as Turkey’s first and only “mixed use” project with five different functions, including a culture and arts center, Raffles Hotel, business center, shopping center and residences. Situated in the heart of Istanbul, overlooking the Bosphorus, the center aims to become a tourist landmark, drawing international customer traffic mainly from Russia, nations that made up the former Soviet Union and the Persian Gulf. Plans for advertising in the global media are in place to fan international interest.
Beymen stores generate about 20 percent of their sales from tourists.
Elif Çapçı, chief executive officer of Beymen, asserted that the flagship’s mix of merchandise, art and architecture is unique.
“There already have been inquiries about store expansion or partnership opportunities from countries such as the U.S. and China,” Çapçı said.
The women’s department boasts shops-in-shop from brands such as Balenciaga, Givenchy, Ralph Lauren and Reed Krakoff; “tunnel shops” — accessible both from within store and from the mall — for Céline, Chloé and Bottega Veneta, and a large cosmetics area with the world’s leading brands, some of which are exclusive to the store.
Leather goods are a core category, spread over almost 11,000 square feet showcasing brands like Gianvito Rossi, Charlotte Olympia and Isabel Marant.
The men’s store hosts brands such as Armani Collezioni, Kiton, Corneliani, Canali, Luciano Barbera and Polo Ralph Lauren, some of which offer made-to-measure services.
Men’s and women’s departments offer VIP fitting rooms, and the kids’ department features newborn and kids collections of several international brands.
The importance given to art is not secondary in Beymen. Meticulously picked art pieces and furniture are scattered around the store, in addition to six zones allotted for custom artwork designed for the store. A 12-foot-wide sculpture of two reindeer with interlocked horns by Ali Ibrahim Öcal decorates the terrace, and 20 feet of neon artwork by Lale Delibas covers a wall stretching between two floors are two examples. The store supports local artists, showcasing their work and organizing several art events, such as exhibitions or talks.
The architecture of the store is designed to foster a boutiquelike feel. A monumental staircase connects two levels, with a café, gifts and books located on the stair landing.
“It is nice to create a beautiful store, but it is great to create a successful one,” said Wolfgang Michel from Michelgroup, the architecture and design office in charge. “We translated the business plan into design. Customer flow is the key to a successful store.”
Beymen operates 18 stores in total, including seven locations in Istanbul, eight in other cities of Turkey and two stores in the Middle East — in Cairo and Erbil, Iraq.
Zorlu Center is also a destination for upscale dining. Marquee restaurants include Morini, located in the women’s department, where New York’s Michelin-star chef Michael White oversees the menu.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty