DALLAS — The Mix, a fashion emporium housing about 25 small boutiques, is to open in February near downtown Scottsdale, Ariz.

Modeled on Los Angeles-based Fred Segal’s concept of multiple-leased shops stocking forward fashions, The Mix will have more than 20,000 square feet of fashion, home and beauty products within a new development called SouthBridge that is being built by Spring Creek Development. SouthBridge, totaling 96,000 square feet and overlooking the Arizona Canal, is within walking distance of Scottsdale Fashion Square, anchored by Neiman Marcus, Nordstrom, Macy’s and Dillard’s.

The Mix will occupy three of SouthBridge’s four buildings, along with restaurants and cafes. The fourth is a 44,000-square-foot structure of offices and three restaurants to open next spring, a Spring Creek spokeswoman said.

SouthBridge is one of six major projects near Scottsdale and Camelback roads on the edge of Scottsdale’s historic downtown. The Scottsdale Waterfront mixed-use center opened in March on the canal, and developments under construction nearby include the W Scottsdale Hotel and Residences, Optima Camelview Village luxury condos, Riverwalk Square residences and business lofts and Portales Place luxury condos.

Jennifer Croll, who owns six eponymous contemporary fashion stores and is based in Scottsdale, is merchandising the retail component of SouthBridge.

“We have an opportunity to turn this into a cool walking district, which we don’t have,” Croll said. “I want to celebrate The Mix as being the best that Scottsdale has to offer. Forty [independent fashion] stores have opened here in the last five years, so this is a great opportunity for them to spread out.”

Croll has given themes — Live, Nest and Play — to the clusters of shops that will be in the SouthBridge buildings, each featuring courtyards and verandas.

Live will occupy 15,000 square feet of the 44,000-square-foot structure, presenting 300- to 500-square-foot boutiques with interconnected dressing rooms. The building also will have a cafe, lemonade stand and offices. The majority of shops will be leased to local retailers who want a downtown outpost, but there likely will be a few designers from the East and West Coasts, Croll said. She intends to take 1,300 square feet herself to create a men’s shop and a couple of other concepts. Croll estimated the merchants will do sales of $700 a square foot.

This story first appeared in the July 5, 2006 issue of WWD. Subscribe Today.

“In a small space, you can really maximize your sales,” she said, citing her own first store in San Francisco, which was 300 square feet and did $1,200 a foot its first year. Croll has stores in Dallas and Newport Beach, Calif., as well as in Scottsdale.

Nest, with 2,700 square feet of retail space, will offer a furniture store, linen shop, garden boutique and florist. A martini lounge and a dinner-only restaurant will occupy the rest of the 5,000-square-foot building.

Play’s 2,700 square feet of retail will have a toy store, bead bar, scrapbook and card-making shop and mini spa.

Spring Creek, headed by founder and president Fred Unger, is best known for its restoration and redevelopment of the luxury Royal Palms Hotel in Phoenix and the Hermosa Inn in Scottsdale. The company plans to add a residential component to SouthBridge, the spokeswoman said.

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