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Billionaire Boys Club/ICECREAM, the luxury streetwear brand founded by Pharrell Williams and NIGO, has announced the opening of its Miami flagship store at 2545 NW Third Ave. in the Wynwood neighborhood. The 5,000-square-foot store introduces an immersive brand experience, alongside products and art installations.
BBC ICECREAM has influenced pockets of fashion and culture since its founding in 2003, and the arts have been an integral source of inspiration to the brand.
“I’m very grateful that we have the opportunity to bring our flagship store to Miami. It’s going to be a place where people can come in to get inspired by the mix of fashion, culture, art and design,” Williams said. “I can’t wait for everyone to see what we’ve created here, it’s really special.”
The new flagship allows the brand to expand its reach to customers within the U.S. for a dedicated D2C in-store experience. Designed by Snarkitecture, a New York-based design studio co-founded by Alex Mustonen and Daniel Arsham, the space is a reimagination of the traditional retail model, taking the form of an art gallery, with the goal to drive social engagement and exploration.
“Now, more than ever, we believe that curating brand physical experiences via brick-and-mortar shopping locations and in-store experiences are imperative to connect on a deeper level with our customers,” said Matt Kaden, chief strategy officer of Billionaire Boys Club.
Snarkitecture’s project team also includes Victor Lee and Clarisse Empaynado, who relied on materials and finishes inspired by the Everglades National Park. Hints of greens and blues are used throughout the space and are applied to different material textures.
The design makes use of environmentally friendly materials, such as recycled plastics, glass and wood panels. Previously a dark warehouse, the addition of two large windows along the facade brings natural light into the space. The store also features a spacious open-concept layout that was designed to meet BBC’s need for a flexible retail environment. Along the perimeter, a flexible display system is integrated with a central axis that features the cash wrap and the main window display.
The visual experience is built to talk and connect with people, further driving the depth and breadth of brand and product storytelling fo r which BBC is known. The store design highlights a central sculpture that was created by artist and Snarkitecture co-founder Daniel Arsham.
The flagship location also will serve as a canvas for special artworks and installations, highlighting local and global artists, which is aligned with the neighborhood’s status as a cultural and artistic hub in the city.
“The choice of Wynwood, Miami for the new storefront is a conscious move to be in the heart of the art community and within a cultural environment that speaks to the brand’s values and inspirations,” said Loic Villepontoux, general manager of Billionaire Boys Club.
The exterior walls of the physical store will host special art installations that highlight artist partnerships. In addition to the exterior installations, these artist rotations will be launched in tandem with capsule releases.
The Miami flagship store will feature an array of exclusive collaborative products curated by Sarah Andelman, including Human Made, Comme des Garçons, Bamford, Yellowpop, Baggu, Bunny Shapiro, Krink, Humanrace and more.
“We curated brands thinking of what would be the best to complete BBC and ICECREAM’s existing products and taking in consideration the Miami location and lifestyle,” Sarah Andelman said. “We kept in mind what Pharrell would personally like to find in the job and will regularly be refreshing and updating the selection for special events.”
The store’s mainstay brands will be available including Billionaire Boys Club, ICECREAM, Billionaire Girls Club, Bee Line, Human Made, adidas, MEDICOM, Comme des Garçons PLAY, and more.
The Billionaire Boys Club Miami flagship store is located on 2545 NW Third Ave. with business hours from 10 a.m. to 6 p.m. on Monday through Thursday, 10 a.m. to 7 p.m. Friday and Saturday, and noon to 6 p.m. on Sunday.
For more information about Billionaire Boys Club visit bbcicecream.com and follow @bbcicecream on Instagram.
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