Victoria's Secret has a new face soon to be revealed on the Upper East Side.
The lingerie brand is building a flagship at 133 East 58th Street and Lexington Avenue and is on a mission to showcase its sophisticated and upscale sides, as much as its very sexy side.
The 21,000-square-foot, two-level store will feature an exterior inspired by “a jewel box” and constructed of laminated glass panels of varying sizes and different tones of light creating “a curtain wall.” The store is situated a block from Bloomingdale’s and is expected to open in November.
“It’s a really big departure,” said Inga Kruliene, a principal of Callison, the architectural design firm that is collaborating with Victoria’s Secret on the project. “We never used the idea of a jewel box before.”
Whether the look gets rolled out to other Victoria’s Secret units remains to be seen. “We will like to see how the brand equity relates to this look. Some of its aspects will be translated to other locations — the femininity and light glass — but not necessarily to the same extent,” said Kruliene. “We’re not quite sure if the full concept will be applied to all locations.”
Compared with the typical big and brash stagey approach, the windows this time will be relatively demure. There will be fewer windows, and of different sizes. “It’s a framing idea, as if you are looking into something special,” Kruliene said. The entrance to the store will be designed similarly to the windows. The signage is also new and will be made from stainless steel channels filled with crystals.
While Callison is largely responsible for the exterior, Victoria’s Secret’s store design team is more involved with the interior, but working with Callison on that part of the store as well. Kruliene said the inside will appear “upscale, luxurious, and very feminine” compared with older units. “There’s a more romantic black-and-white imagery. The concept of black and white will be seen throughout the space,” she said. “It’s softer. There’s a very strong Victoria’s Secret design team working with us.”
The Seattle-based Callison has a list of clients that includes Nordstrom, Hermès, Microsoft, AT&T, Harrods, FedEx, Starwood Hotels & Resorts Worldwide, Boeing, Nike, Seibu Department Stores of Japan and General Growth Properties.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye