Barneys New York has unveiled a revamp of its 125,000 square-foot Beverly Hills flagship, the jewel of its eight-store West Coast collection.
With its Madison Avenue makeover nearing completion, the retailer has turned its eye westward and completed the remodeling of the Beverly Hills store’s main floor and men’s fifth floor, as well as installed the first Freds restaurant on the West Coast — just in time for its 20th anniversary, which the company will celebrate on October 15th, says WWD.
Like on Madison Avenue in Manhattan, Barneys’ renovations in Beverly Hills are taking place floor by floor. They began last year, with a new beauty department moved to the lower level, freeing up more real estate on the main/ground level for fast-growing categories such as jewelry, accessories, handbags and shoes. The remaining three levels in the six-level store should be overhauled within the next two years.
The Beverly Hills store is unique among Barneys locations for its grand Regency-style marble staircase spanning all six levels, along with a skylight and numerous windows that allow the California sunshine to pour in. Steven Harris Architects, which worked on the Madison Avenue flagship, stayed true to the building’s bones and kept the original gray-and-white marble floor, while adding a dose of quiet luxury with rich marbles and metals, architectural dividers rather than walls, and alcoves to invite browsing, all while keeping product at the forefront. Also singular to Beverly Hills: a fifth-floor terrace at Freds boasting 360-degree vistas and overlooks of nearby Rodeo Drive and the Hollywood sign farther east.
Los Angeles designers and the city’s impact on fashion worldwide play a big part in Barneys’ retail and merchandise approach, and will be duly highlighted at the October 15th fete, which is also the store’s third annual Heart of Los Angeles fund-raiser. Rob Pruitt will be custom-spray-painting J Brand jeans for customers, and designers such as Band of Outsiders, The Elder Statesman, Irene Neuwirth, Jennifer Meyer, Juan Carlos Obando and George Esquivel will also be creating exclusives for the store.