Oliver Peoples has signed a 10-year lease at Brookfield Place in lower Manhattan, where it will open a 626-square-foot store on the lobby level of the Winter Garden.

Rocco Basilico, head of retail at Oliver Peoples, said, “We carefully considered Brookfield Place for our fourth New York City location and are very excited to introduce ourselves to the area. As we endeavor to reach a new clientele, the downtown community of workers compounded with the multitudes of visitors who now flock to this exciting location is a perfect fit for our brand.”

Part of Oliver Peoples’ 30th anniversary collection will drop in the summer, which coincides with the brand’s Brookfield Place opening. Because the eyewear brand designs stores to fit into their surroundings, the unit will be modeled after the TriBeCa of a professional person, someone say, in advertising or another creative field.

Peter Lindbergh shot the ad campaign celebrating Oliver Peoples’ anniversary, calling it “Desert Stories.” The campaign’s narrative follows four friends as they discover an abandoned diner on a back road of the Mojave Desert.

The campaign features Amber Valletta, Alex Lundqvist, Jac, and newcomer Levi Dylan, who is the son of Jakob Dylan and grandson of Bob Dylan.

“When Oliver Peoples was founded in 1987, the brand challenged the ostentatious eyewear trends of the era with a decidedly classic aesthetic,” said Giampiero Tagliaferri, Oliver Peoples’ creative director, adding that the year the brand was founded, 1987, coincided with the time Lindbergh was bursting onto the scene.

 Oliver Peoples is distributed in more than 60 countries and recently opened at the Prudential Center in Boston. The brand will unveil a store in Madrid in July and a unit will bow in Miami’s Design District in December. The company operates seven existing stores on the West Coast, one unit in London and three in Tokyo.

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