This month, Canadian retailer Joe Fresh will open doors at a giant, 14,000 square foot flagship store located 510 Fifth Avenue, forty blocks uptown from its first New York boutique at 16th Street.
If you aren't lured by the brand's simple, wardrobe-building basics (think Gap meets APC), or the new section devoted entirely to Joe Fresh beauty products, the structure itself may prove reason enough for shoppers to plan a visit.
Dubbed "an architectural gem" by creative director Joe Mimran, the glass-walled building was designed in 1952 by Gordon Bunshaft (best known for the Hirshhorn Museum in Washington, DC), and was made an official landmark in 1997.
Beautiful though the building may be, massive restorations were required to prime the structure for Joe Fresh's arrival, including the re-installation of a winding, 70-foot screen by sculptor Harry Bertoia, which can be seen on the second floor.
Timed with the store's opening on March 30th, Joe Fresh will stage an ad "takeover" of the Times Square subway station with s spring campaign (starring buzz-worthy Heather Marks) and a series of TV commercials aimed at acquainting the brand with its new American audience. If you aren't familiar with the label now, chances are you'll be feeling "Fresh" indeed come April.
