Barneys New York Ginza flagship store will reopen on September 19th. The concept is "Memory and Creativity." While respecting the store's legacy since its founding, the remodel will revamp the space, design, and experience, promoting a "GINZA WONDERLAND" for sophisticated adults.

The renovation will feature the creation of a multi-level new area evoking the culture of downtown New York. The entrance will feature "UNION SQUARE," a pop-up featuring projects by seasonal brands and artists; "CHELSEA GIFT," specializing in gifts; "SOHO COLLECTION," offering a selection of high-quality luxury items; and the newly opened "BARNEYS CAFE BY CROWD ROASTER." The store has been redesigned to encourage "discoveries" with every visit.

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Three spaces that visualize editorial power
At the pop-up hub "UNION SQUARE," a collaborative project that will become the face of the season will be developed throughout the year. Based on the motif of the square of the same name in New York, located on the border between Midtown and Downtown, the store will bring the "heat" where people and trends intersect.

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"CHELSEA GIFT" specializes in gifts and offers a wide range of products, from fashion to home accessories and food. Here you can find the "selection" that connects the sensibility of the giver with the joy of the receiver.

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"SOHO COLLECTION" is a collection of exquisite items that have been carefully crafted down to the smallest detail. In a space reminiscent of a Soho collection room, you can come across a "piece that you will love for a long time."

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Enjoy the "space" at "BARNEYS CAFE BY CROWD ROASTER," the new addition to the first floor
The new cafe on the first floor, "BARNEYS CAFE BY CROWD ROASTER," symbolizes the experiential value of the renovation. With a selection of food and drinks selected with a fashion-forward aesthetic, it creates "space" where you can catch your breath between shopping. The coffee is provided by "CROWD ROASTER," a platform that aims to "connect you with roasters." We offer a cup of coffee from a carefully selected roaster in a style that can only be found here. You can also purchase a selection of coffee and baked goods at CHELSEA GIFT.

Courtesy of BARNEYS NEW YORK

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In addition, from the first day of opening, a "world's first" popcorn will be available in collaboration with the prestigious New York restaurant, Wolfgang's Steakhouse. The flavor is "Prime Steak butter salt." The rich aroma of the special "clear butter" made from melted prime-grade beef fat that has been dry-aged for 28 days, and the minerality of Patagonia salt, which is also used in steaks, enhance the texture of the mushroom-shaped cone. The packaging is matte black with the brand logo in gold foil. It costs 1,100 yen (tax included) and will be on sale every day in September and every weekend from October onwards. The design, which allows you to experience the world view including the "taste," feels like a mechanism that creates a "reason to come to Barneys" that goes beyond being just an amenity.

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Barneys' current location, traveling back and forth between "memory" and "creativity"
At the heart of the renewal is the traveling back and forth between the brand's history (memory) and what it will create in this city now (creativity). By adding not only limited-edition products and first-time brands, but also "experiential content" that combines exhibitions, food and drink, and pop-ups, the visit itself becomes the goal. This "emotional value" is vividly visualized on the stage of Ginza.

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