Varvatos to Open at Hard Rock in Vegas

John Varvatos will raise the curtain on his newest rock-inspired retail concept in Las Vegas next week.

John Varvatos will raise the curtain on his newest rock-inspired retail concept in Las Vegas next week.

This story first appeared in the August 27, 2009 issue of WWD.  Subscribe Today.

Varvatos will open a store at the Hard Rock Hotel & Casino Sept. 1 using the rock ’n’ roll style that first debuted in April 2008 at the John Varvatos Bowery NYC concept in Manhattan, inside the legendary former music club CBGB.

The new store will be Varvatos’ second in Las Vegas, with an existing collection store in the Forum Shops at Caesar’s Palace.

Like the New York Bowery space, the new, 3,000-square-foot Hard Rock boutique will fuse fashion and music, and will include a 30-foot video wall, a performance stage similar to the one in the New York City location, and top-of-the-line musical gear from Gibson Guitars, Marshall, Yamaha and Zildjian. The stage and equipment will be used for planned events and impromptu jam sessions from visiting rockers, stars and shoppers.

The store design will feature exposed industrial hardware of blackened steel and glass sliding doors, with interior walls made of black brick and oxblood painted wood, and wood floors with occasional planks of blackened metal. The decor also includes found objects from Paris flea markets handpicked by Varvatos.

Merchandise unique to the store includes rock-influenced handmade jewelry and vintage clothing, including rare denim, leather jackets, concert tees, belts and boots.

In addition to all three John Varvatos brands — Collection, Star USA and Converse — the new store will be the exclusive Nevada dealer of James Trussart guitars.

With the newest Vegas shop, Varvatos now has 10 freestanding stores, with other locations in West Hollywood, South Coast Plaza, Malibu and San Francisco, Calif.; East Hampton, SoHo and Woodbury Commons in New York.

The store’s opening party in late September will feature Cheap Trick; the band featured in John Varvatos ad campaigns. — Anne Riley-Katz