The Store Scout | JOHN VARVATOS World Trade Center
BY MARISSA TORSIELLO
American menswear designer, John Varvatos has opened a new location in the Westfield World Trade Center Transportation Hub.
The 2,900 square foot John Varvatos WTC store is found inside the 78,000 square foot state-of-the-art shopping mall of multi-level retail and dining, designed by architect Santiago Calatrava. It’s located within the “Oculus” of the new building. In celebration of their new store opening, John Varvatos has gone above and beyond in order to capture the city’s most passionate attributes – modern-day change, strength and a sense of rebellion.
It has very special meaning to open in the new Santiago Calatrava designed building at the site of the World Trade Center. To me it is a statement of the strength of NYC and a message to everyone on not being intimidated by the evil minority in this crazy world. This represents a strong message of love to all the lives lost and effected by 9/11.
Similar to all John Varvatos boutiques, the creation of a sophisticated environment combined with vintage designs and merchandise, plays an imperative part in the new WTC location. The storefront features a glazed brick and zinc metal window-front, supporting and paying tribute to the brand’s artisan roots and love for craftsmanship and conveying an exclusive yet edgy appearance that includes a rich variety of textures. With curated graphics from Rock Paper Photo, the walls showcase a well put together selection of images containing original talent like the Ramones, Blondie and Kiss. Pictures of the Clash, David Bowie and the Rolling Stones performing live in New York City add to the eclectic feel John Varvatos wants you to come into while visiting the store. Highlighting the entirety of the store is the brand’s signature “Edison Bulb” chandelier, consisting of over 1,300 lights.
The floors are made of split and quartered wood, which nicely contrasts with the canvas of the clean white brick and hand-crafted warm brown slat walls adding a subtle, lavish textured roughness to the elegance of the store. Designed with John Varvatos ongoing flexible, modern take on menswear, the store’s fixtures are created to alter and evolve the in-store experience and layout.
The end result for John Varvatos is a one-of-a-kind shopping experience that provides a welcoming, upscale and sophisticated vibe that is essential to the brand and worthy of this iconic location in remembrance of 9/11.
World Trade Center Westfield Mall
185 Greenwich Street, Oculus, Main Level, #4020 New York, NY 10007
Monday – Saturday: 10am – 9pm
Sunday – 11am – 7pm