BG 20/20 — the new vision for overhauling Bergdorf Goodman women’s store — made its first impression this month with the opening of Tom Ford and Christian Dior accessory shops.
“We will respect the historic nature of the main floor with its mix of grandeur and intimacy while completely renovating and reimagining the space for an elevated shopping experience and improved adjacencies,” Joshua Schulman, president of Bergdorf Goodman, told WWD.
“The new shops are just the beginning of the transformation. The vision is to remain a one-of-a-kind experience at the pinnacle of luxury. BG 20/20 will incorporate the first complete transformation of the main floor in approximately 15 years since beauty was moved to the lower level. There will be a mix of new brands as well as those with a long heritage at Bergdorf Goodman. As always, brands with exclusive or highly limited distribution, like Tom Ford and Goyard, will be a focus for us.”
BG 20/20 also entails creating a “lab” for emerging designers, on the sixth floor, and on the main floor, fine and designer jewelry gets reorganized so it’s concentrated on the 57th Street side. That’s logical, for easier shopping, and to harmonize with what’s just outside Bergdorf’s on 57th Street — Van Cleef & Arpels, Tiffany and Bulgari. Handbags will be situated on the 58th Street side, officials said.
The new Ford and Dior shops retain Bergdorf’s Beaux Art architecture, with its grand moldings and parquet floors, but have their distinctions. Ford, designed with tall metal-framed glass “highlight” vitrines, is situated in the 58th Street rotunda adding to the shop’s exclusivity. Products include the Alix silhouette, priced $1,990 in a grainy calfskin, to $26,890 in alligator; the Jennifer collection of shoulder bags, cross-body bags, mini bags — in black, brown, desert rose, caramel and eggplant — priced from $1,890 to $3,200, and small leather goods, priced $740 to $890.
While all of Ford is exclusive, the Dior shop does have a few items just for Bergdorf’s as part of the collection of clutches, structured totes, shoulder bags, small leather bags and jewelry. With etched mirrors and paneled molding, the shop represents a modernized take on Dior with classic references. “Dior has a strong, long-standing history with Bergdorf Goodman — with Mr. Christian Dior having visited the store during his first trip to America,” said Pamela Baxter, president of Christian Dior Couture, who noted the Dior handbag shop follows last year’s opening of a Dior ready-to-wear boutique at Bergdorf’s. “We will offer our clients a wider selection of accessories, including bijoux, scarves and small leather goods. Additionally, two new Diorissimo styles will be available exclusively at Bergdorf’s.”