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Banana Republic’s New York flagship is a curated canvas

ExperienceGap Inc. blogsComment
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Housed within an early-1900s-era, two-story Beaux Arts-style structure typical of New York, Banana Republic's newest flagship provides a kind of canvas designed to make its product pop.

Based on the “lab" concept devised by Creative Director Marissa Webb, the new 27,892-square-foot store is meant to reflect a creative environment that allows the brand's personality to shine through artwork, handwritten inspirational quotes and the use of the space itself.

While Marissa came into the project after its initial construction, she was very hands-on in its evolution. As she told Fashionista, “I want shoppers to think it's an intimate, comfortable space for them to shop — I don't want them to feel like they're walking into a huge corporation or a mall space."

The store was properly feted with a VIP grand opening event last week, hosted by Marissa, actress Jamie Chung, and Refinery 29's Editor-In-Chief Christene Barberich. Attendees were treated to a live performance by Tove Lo and a DJ set by May Kwok.

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In addition to the brand's usual women's, men's and accessories collections, select product exclusive to the New York flagship also includes:

  • limited-edition specialty items such as hand-painted designs created by the Banana Republic design team featured on select denim, sneakers and notebooks;
  • exclusive edition of 105 candles, totes and tees, each featuring the 105 Fifth Ave. logo;
  • a curated selection of America products from the likes of Basil Racuk (handbags), Baxter of California (candles), Grain Design (home décor) and jewelry from Brooklyn-based Odette, among others.
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All items were curated by Marissa herself, while the recent opening was timed with the delivery of her debut summer collection.

“Banana Republic has always been a lifestyle brand, and this new store experience helps bring our journey to life," Marissa said. “I love that we were able to infuse the new Flagship with our personality, some unique Banana Republic product as well as a few of my favorite brands to help tell our story. We want this space to feel both inspiring and inviting — as if a friend has invited you to shop with them."

(Photo credits: David Prutting x BFA)