In a nutshell
"Elevated" is the watchword - for the design, services and experience in this physical embodiment of "democratic, approachable and inclusive luxury" with 'safari and travel' roots.
In their words
"A reflection of the brand's elevated aesthetic rooted in rich storytelling and exploration, the store boasts luxe materials like travertine, brass and Venetian plaster, and an incredible array of art and artistry, including an installation by Mexico-based artist Angela Damman, known for using sustainable handmade textiles made from regenerative native plant fibers. Throughout the store, customers will find a variety of other artworks that will be rotated seasonally in partnership with Schnabel - the first of which includes a bespoke chair, wall hanging artwork, and hammock displayed amid lush greenery in the entry area and windows.
Self-expression comes to life at the Banana Republic SoHo store where premium lifestyle and personalized shopping experiences span two floors." (BR's press release at launch, June 2024)
Visit Field notes
After being lost for a number of years within Gap, Banana Republic's refocus has been to move to a more luxurious and curated feel that embodies the idea of a mythical travel destination (in some imagined exotic land somewhere between the souk, the safari or the golden light of a Greek scultor's studio). Teasing apart, brands live or die by story telling, and the current direction has more in common with Ralph Lauren (cowboy, banker, long island pastels etc) than with Gap's democratic basics. The product's design and materials embody accessible luxury and this new store gives those clothes a narrative and experiential setting over three floors. Mixing homewares and art/decor pieces transforms the store into a lifestyle and living experience, and the added services add a premium touch - concierge, tailoring, alterations, gift boxes and white glove delivery.
The third floor housed the three-room 'BR Home Penthouse Apartment' which was a by-appointment design service for BR Home. However, in October 2024 (barely a year after Home was launched, and a few months after the flagship opened) the Penthouse Apartment swapped quietly back to a clothing and tailoring feature. Although not yet publicly announced it seems that Home has run its course. That said, the penthouse area is a delightful luxury experience that's fully at home in Soho, so still worth a visit, up the sweeping staircases.
Other Reading
Store page: https://bananarepublic.gap.com/stores/ny/newyork/banana-republic-8247.html
Detailed press release upon opening: https://www.multivu.com/players/English/9272751-banana-republic-flagship-store-soho-new-york-city/ and https://www.prnewswire.com/news-releases/banana-republic-unveils-its-flagship-store-in-soho-new-york-city-302162010.html
BR Home's apparent demise (October 2024): https://businessofhome.com/articles/banana-republic-home-shutters
BR's Instagram tour of their store at opening: https://www.instagram.com/bananarepublic/reel/C7zbpTHPvjY/
Retail Dive's review: https://www.retaildive.com/news/banana-republic-revamped-new-york-city-flagship-soho/718045/
LAST VISITED
20/11/2024
Added
2024
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