As John Varvatos' retail presence has expanded, I have written press releases to announce the opening of each new location.
Project Text
VARVATOS BRINGS ITS BOWERY ACT TO LAS VEGAS
New Boutique Opens in the Hard Rock Hotel & Casino
John Varvatos Enterprises announces yet another location is being added to its growing roster of free-standing stores, bringing the total to ten. The latest, John Varvatos Bowery NYC, is situated inside the newly renovated Hard Rock Hotel and Casino in Las Vegas. The opening party will feature Cheap Trick, an influential band renowned for the strength of its live performances and as the recently star of the John Varvatos advertising campaign. Inspired by the authentic vibe of the original Bowery boutique (housed in a space that was once the home of seminal underground music club CBGBs) and by the rich musical history of the Hard Rock, the new Bowery NYC is a subtle and sophisticated counterpoint to the standard glitz of Las Vegas.
Like the New York Bowery space, the 3,000 square-foot Hard Rock boutique is a venue where fashion and music can live and groove together. Since John Varvatos’ early days in Detroit, his exposure to the unique and edgy personal style of rock icons from Alice Cooper to The Who inspired the designer and influenced the evolution of his eclectic sensibility. The Bowery NYC concept is close to Varvatos’ heart and represents an opportunity to fully express his personal passions. The designer is excited about creating a new and special version of this concept specifically with Vegas in mind and looks forward to bringing it to life in other locations equally steeped in musical culture.
“Beyond my vision of fashion, I feel like we’re also bringing a unique bit of rock ‘n’ roll culture to Vegas. We’ll be hosting great events like live concerts, record release parties and live broadcasts of my ‘Born in Detroit’ show on Sirius, so it will be a gathering place for both fans and artists,” said Varvatos. The store features a stage similar to the one in the New York City Bowery location, with top-of-the-line gear including a backline provided by Gibson Guitars, Marshall amplifiers, Pearl drums and Zildjian cymbals. The stage and equipment will be used not only for planned events but also for impromptu jam sessions from visiting rockers, stars and shoppers alike.
In addition to all three John Varvatos brands (Collection, Star USA and Converse), the new store will also showcase an extensive offering of vintage vinyl records and audio equipment; handcrafted rock-influenced jewelry; and vintage clothing, including rare denim, leather jackets, concert tees, belts and boots.
As is often the case in Vegas, the space is new, but the Varvatos team has infused this location with the character and patina long associated with the brand. Found objects from Paris flea markets handpicked by Varvatos himself include enormous blackened steel doors and a gigantic factory fan transformed into table tops; vintage smoky mirrors and chandeliers; and industrial stage lights. The walls will feature rare show posters for some of the biggest names in rock, as well as familiar and unpublished works from some of the world’s most respected rock photographers, including Jim Marshall and Danny Clinch.
The honest design of the new storefront exposes the industrial hardware of blackened steel and glass sliding doors. Walls are made of black brick and oxblood painted wood, and the wood floors contain occasional planks of blackened metal stamped with Varvatos hallmarks of authenticity—a technique the designer discovered in a French factory. The overall effect is subtle, with a richly textured, rough-hewn elegance.
