Barneys to open at American Dream mall, billed ‘the future of retail’

American Dream, the future of retail and entertainment, and Barneys New York, the luxury specialty retailer, announced that Barneys New York, including Freds at Barneys New York, will open at the property this year. Barneys New York at American Dream will be the company’s only flagship location in New Jersey.

American Dream opens this year, and the 3 million sq-ft New Jersey  super mall is set to embody the future of retail and entertainment. And Barneys New York, the luxury speciality retailer, is convinced enough to open there too, becoming the banner’s only flagship location in New Jersey.

“Expect a truly creative venue with a variety of entertainment features, innovative spaces, and experiential activations,” Barneys said in a statement, without elaborating (watch this space).

Of course, the store will also include Barneys’ assortment of luxury women’s, men’s, beauty, home, and kids’ selections, and is set to span 50,000 sq ft  over two floors within The Collections, “American Dream’s curated, culturally relevant luxury shopping environment”.

The store will also serve as a new location for the retailer’s restaurant, Freds at Barneys New York.

“We are thrilled to open our newest Barneys New York location at American Dream, a truly one-of-a-kind experiential retail environment,” said CEO Daniella Vitale.

“Barneys New York at American Dream will be a creative destination for modern luxury, entertainment and food. With our designer edit, unique activations, and sophisticated dining at Freds at Barneys New York, Barneys will provide a singular experience for guests at American Dream”.

Don Ghermezian, president at American Dream, added: ”Barneys New York is iconic and a prime example of a brand that defines and embodies the true spirit of The Collections.

“Barneys New York has always been at the forefront of fashion, offering their customers an unparalleled assortment of exclusive brands from around the globe. Together, American Dream and Barneys New York will redefine the customer experience with a forward thinking and uniquely modern approach.”

For more insight into the mall experience of the future, read up on WGSN Insight’s US: Evolving Mall Strategies for Gen Z.

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