Saks Fifth Avenue, Brookfield Place by Found Associates, New York. Photography by Jason Schmidt Saks Fifth Avenue, Brookfield Place by Found Associates, New York. Photography by Jason Schmidt
Saks Fifth Avenue, Brookfield Place by Found Associates, New York. Photography by Jason Schmidt Saks Fifth Avenue, Brookfield Place by Found Associates, New York. Photography by Jason Schmidt
Saks Fifth Avenue, Brookfield Place by Found Associates, New York. Photography by Jason Schmidt Saks Fifth Avenue, Brookfield Place by Found Associates, New York. Photography by Jason Schmidt
Saks Fifth Avenue, Brookfield Place by Found Associates, New York. Photography by Jason Schmidt Saks Fifth Avenue, Brookfield Place by Found Associates, New York. Photography by Jason Schmidt
Saks Fifth Avenue, Brookfield Place by Found Associates, New York. Photography by Jason Schmidt Saks Fifth Avenue, Brookfield Place by Found Associates, New York. Photography by Jason Schmidt

Fifth Avenue is now downtown

28 : 09 : 2016 Saks Fifth Avenue : Explorium Retail : Found Architecture

New York – Saks Fifth Avenue is shedding its conservative image with its new concept store, which brings luxury to Lower Manhattan.

  • Brookfield Place includes younger brands that are new to Saks such as Vetements and Romance Was Born
  • The concept store is being heralded as ‘a platform for retail theatre’

The architect Richard Found has been given free rein to create a new space for Saks Fifth Avenue in downtown New York. The three-floor department store, which stocks more than 200 luxury beauty, clothing and accessories brands, is entirely dedicated to women’s lines and will be joined next spring by a nearby menswear store.

Saks Fifth Avenue is looking to make its mark on Lower Manhattan before competitors Neiman Marcus and Nordstrom arrive, which is scheduled to happen over the next two years.

‘Twenty-five years ago, Fifth Avenue was the centre of luxury. Now it’s downtown,’ Saks president Marc Metrick told Business of Fashion. ‘It’s important for us to come and create this at both ends of the balance. This ensures that Saks is first and foremost on everyone’s mind.’

The Big Picture

The face of luxury is adopting a grittier aesthetic to appeal to down-to-earth Millennials. See more in the Get Real section of our Luxury: New Aesthetic Opinion piece.

Discover More Daily Signals
Heineken turns winter chill into pub footfall with new campaign

Daily Signals

Heineken turns winter chill into pub footfall with new campaign

Heineken has launched a temperature-triggered digital out-of-home campaign designed to guide people out of the cold and into nearby pubs. 
Advertising : Marketing : Campaign
Why the opening of Tramp Health signals the rise of the wellness paradox

Daily Signals

Why the opening of Tramp Health signals the rise of the wellness paradox

London’s renowned private members’ nightclub Tramp is preparing to turn from late-night revelry to longevity culture.
Health And Wellness : Travel And Hospitality : Wellness Paradox
Stat: Canadians join global retreat from alcohol

Daily Signals

Stat: Canadians join global retreat from alcohol

A new report from Statistics Canada reveals that the country has recorded its largest annual decline in alcohol earnings since tracking began ...
Drinks : Satistic : Alcohol
Coach spotlights banned books in Explore Your Story campaign

Daily Signals

Coach spotlights banned books in Explore Your Story campaign

Luxury brand Coach has partnered with publishing company Penguin Random House and a range of independent publishers across Asia-Pacific to create f...
Luxury : Design : Marketing
New collagen research points to a more precise era of beauty claims

Daily Signals

New collagen research points to a more precise era of beauty claims

A review from the UK’s Anglia Ruskin University has confirmed that daily collagen supplementation delivers measurable improvements in ski...
Beauty : Wellness : Health
Stat: Asia’s middle class gripped by financial anxiety, FWD survey finds

Daily Signals

Stat: Asia’s middle class gripped by financial anxiety, FWD survey finds

More than 70% of Asia’s middle-class consumers feel anxious about their financial wellbeing, limiting their ability to plan for the long term, acco...
Anxiety : Midlife : Generation X
Merrell marks 45 years of outdoor footwear with It Starts Outdoors campaign

Daily Signals

Merrell marks 45 years of outdoor footwear with It Starts Outdoors campaign

Merrell is celebrating its 45th anniversary with the launch of its first global brand platform, It Starts Outside, and a new creative direction aim...
Sports : Wellness : Advertising & Branding
Men’s Health magazine republishes deleted CDC pages as public health information disappears

Daily Signals

Men’s Health magazine republishes deleted CDC pages as public health information disappears

Men’s Health magazine is republishing online pages and datasets previously accessible on the Centers for Disease Control and Prevention website.
Health And Wellness : Public Health : Media
Stat: How convivial dining is on the decline

Daily Signals

Stat: How convivial dining is on the decline

Nearly one in five people now eat dinner on the sofa, according to a new global study by Ingka Group (Ikea’s parent company) – a sign that the...
Food : Drink : Statistic
How Norway’s Consumer Council is fighting back against enshittification

Daily Signals

How Norway’s Consumer Council is fighting back against enshittification

The Norwegian Consumer Council has launched a satirical film campaign to accompany its new report on the deterioration of digital products and serv...
Technology : Value : Sustainability
You have 2 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN