There’s more to Lord & Taylor’s Birdcage than what meets the eye.
“Birdcage is perfectly aligned with our vision to create new and exciting experiences for existing customers and to attract new customers,” said Liz Rodbell, president of Lord & Taylor and its sister division Hudson’s Bay.
On Thursday, Rodbell and members of her fashion and buying team previewed the Birdcage merchandise in a studio at the Andaz Hotel in Manhattan, and explained the ramifications of the shop concept which is scheduled to make its debut inside Lord & Taylor’s Fifth Avenue flagship on Oct. 2 and on the store’s Web site. It will primarily feature an eclectic array of exclusive or limited-distribution accessories and jewelry, along with cosmetics, home products, wearable tech items and food from more than 30 suppliers.
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“It’s multifaceted and could have broader legs into apparel as we move forward,” Rodbell said, noting Lord & Taylor is striving to be innovative in other ways, such as by evolving the company’s e-commerce business and doubling efforts to create a strong mobile experience.
Among the Birdcage items at the preview: Joya candles, diffusers, soaps and perfume; vintage Chanel, Louis Vuitton and Hermès accessories; wearable technology items, including Frends jewelry earphones as well as TKO Orlogi watches that double as mirrors; Fig & Bella hand-dyed scarves; Mullein & Sparrow body salts, potpourri and dry shampoo; Regas stationery, and Marie Turnor clutches.
At Lord & Taylor, the Birdcage was originally an elegant restaurant on the flagship’s fifth floor with tea sandwich trolleys and an Italian flair. It sadly closed about 30 years ago. The upcoming shop, as L&T’s vice president and fashion director Stephanie Solomon, observed, “revives that sense of discovery and experience. The Birdcage was something different, something innovative,” as is its reincarnation as a shop. “It’s truly all about the experience,” Solomon said.
In another initiative to create something out of the ordinary, Lord & Taylor will launch in September another shop concept at the flagship called Brand Assembly for up-and-coming, advanced contemporary designers.