His new New York store is on the corner of Howard Street and Crosby Street in SoHo.
The decision could set a precedent and topple other beach bans that have caused an international furor.
Will Smith and Marco Verratti were among the attendees.
Rapper A$AP Rocky hinted a fashion collaboration was in the works.
It will result in 2,000 job eliminations and an annual savings of about $65 million.
As chief executive officer of the forward-leaning payment firm, his goal, while still in the future, is to make the technology invisible.