NEW YORK — Opening Ceremony will be one of three anchor tenants at Pier 57 here, now being renamed SuperPier. The edgy retailer was revealed along with anchors André Balazs Properties, which will launch a Riverfront Spa and Beach Club hospitality concept, and Brooklyn Boulders, a bouldering facility similar to a rock climbing venue, by developer Youngwoo & Associates.
The Opening Ceremony announcement comes one week after the retailer said it would open a pop-up concept at the SuperPier during fashion week, beginning Thursday to Sept. 12. The pop-up shop will utilize Incuboxes, or repurposed shipping containers retrofitted and designed for concept shops. The pop-up has been dubbed Opening Ceremony BTW (By the Water).
RELATED STORY: Opening Ceremony Sets Plans for First New York Fashion Week >>
Zachary Beloff, director of marketing for Youngwoo, said the pop-up and permanent anchor store are “two separated and isolated occurrences. They will close the pop-up shop on the 12th and won’t open the anchor store until 2015” when the entire development will bow.
Opening Ceremony will be at the “front and center of the property,” Beloff said. “It will consist of a cluster of 10 large containers hanging over the doorway. It’s a very interesting configuration and very Opening Ceremony.”
One of the reasons Opening Ceremony was chosen to be a fashion anchor is because its mind-set is similar to that of Youngwoo, Beloff said. “We want to incubate brands,” he said. “You see that all the time with Opening Ceremony. They’re always looking at who’s next, what country’s next. Last year, they focused on Korea, this year on Belgium. They’re always ahead of the curve.”
Similarly, Youngwoo has people traveling the world looking for tenants in Asia, Beloff said. In addition to the lesser known brands, “we hope to get everyone from Adidas to DKNY to take their own space,” he said. “While we wouldn’t want a retailer to duplicate what they do on Fifth Avenue or Madison Avenue, it’s good to have established brands trying new things.”
Beloff said Opening Ceremony will set the tone with future leasing of fashion space, which accounts for 65 percent of the project.
Nearly 12 acres of raw space is undergoing extensive renovation in preparation for SuperPier, located at West 15th Street and Hudson River Park. SuperPier includes 270,000 square feet of total leasable space for targeted uses such as food markets and restaurants, culture, recreation, creative retailers and an Incubox marketplace.