Hermes Is About To Open In New York Meat Reservoir Area.

According to the world clothing and shoe net, it is independent. Designer The Meatpacking District in New York will soon usher in a large tenant. Hermes 。 This old French brand. Luxury goods The company recently signed a third floor store on Gansevoort street, which is scheduled to open in 2019.

"You can imagine what will happen next." Robert Chavez, chief executive, hopes that there will be followers around the new store. The French skincare brand Caudalie has decided to sign a lease agreement. Louis Vuitton, Cartier and Alexander Mc Queen of Kai Yun group have been exposed to the meat reservoir area.

In an interview with RobertChavez, we talked about the location of Hermes new store. "The meat reservoir area has been passed through several stages and we have been paying attention for a while."

Meat area in 1990s

Modern meat reservoir area

For example, in the western part of Manhattan, there are hundreds of slaughterhouses and meat processing factories in the western part of the country, with the mission of wholesale centers in the early twentieth Century. In 1960s, the meat processing industry reached its peak and slowly entered the downhill path. After the relocation of the raw meat company, the meat area is becoming increasingly deserted.

The industrial atmosphere, coupled with the barren and ragged sentiment, unexpectedly attracted a group of art and creative people to the withered meat reservoir area.

In 1999s, the first fashion shop Jeffrey was opened in the meat area. With more and more designers entering: Alexander Mc Queen, Stella Mc Cartney, Dianevon Furstenberg... Fabric shops are also appearing everywhere. In 2009, New York's fashionable fashion week Made Fashion Week was born, and the venue was chosen in the fashionable new landmark -- Milk Studio in the meat reservoir area.

Wakubo Rei's Comme Commedes Gar ONS

Christian Louboutin in meat reservoir area

It is probably the moment that people really understand the popularity of the meat reservoir area. In 2000, the protagonist Samantha announced to her girlfriends that she was moving to the meat reservoir area. The address is No. 300 Gansevoort street. Although the door number is fabricated, Gansevoort is indeed the main street in this area.

In recent years, the trend of designer brand in meat reservoir area has been covered by Lululemon, Hanro and Patagonia. Many of them decided to move away. But we have to admit that in the ten years of -2010 in 2000, the role of creative hatchery in the meat reservoir area is similar to East London, and it also reminds people of Paris's Ma Hai district.

The latest mutation of the customer class in the meat reservoir area may be at the opening of the Whitney Museum of American Art in 2015. Fast food shops nearby are also being replaced by high-end restaurants. "It completely changed the region and brought more people. So we decided to take the lead in change. " RobertChavez calls the new site magical integration: tourists, local residents and business people.

Before he decided to move the store into the meat area, there were already a lot of first-line fashion brands, such as Wakubo's Commedes Gar ons and ChristianLouboutin known as red shoes.

Street racket in meat reservoir area

"It will be more urban style." Robert Chavez compares the new store and the Madison Avenue flagship store in the Hermes reservoir area. "We have to find ways to make it blend into the surrounding environment". Interestingly, in addition to the fashion brands that are willing to move, most of the current neighbors of Hermes are from the technology sector, such as apple, Samsung, Google and Alibaba, which have collaborated with smart watches.

The Hermes store, which opens at 46-48 Gansevoort street, will focus on young market with perfume, scarves, silver jewelry and other products. "Virtually all product lines will be available, but we will highlight some products in a certain way." Robert Chavez pointed out the responsibility of the meat store, that is, to attract young customers.

Hermes filmed last year's microfilm "silk scarves".

Hermes filmed last year's microfilm "silk scarves".

At least since 2014, Hermes has been trying to attract the millennial generation. For example, a more than 20 year old photographer was filmed. The main character is the classic brand and the scarf at the entry price. Last October, another fashion photographer, Craig Mc Dean, was invited to make a short film, which was still a scarf, but the style of the painting was more and more widely publicized. The heroines play in the factory assembly line, lie in front of the printing plate for a while, and sing along the trolley all the time.

In order to promote the dyeing of old scarves, Hermes has made a cool video of laundries, and has opened a series of flash shops, called Herm Smatic. It is totally different from the boutique that we are impressed by the meticulous and high quality decoration. When the brand chooses the flash shop concept, the sense of distance is broken first, and the potential customers, especially young people, have never been approached by the brand. Then, the "new new human" who has soaked in social media from childhood will unconsciously create a cool and unique picture and upload it to friends circle quickly.

Channel, marketing, plus today's constantly younger product design, Hermes has gone all out to develop the young market. What will be the opening of the meat store in 2019? The goal of the millennial generation is actually lagging behind. After two years, it may be the time for the Z generation to play the leading role.

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