Brickell’s tenant roster gains more panache
Forget South Beach. Brickell City Centre is shaping up as the place to be and be seen in the Miami area with 11 more retail tenants added ahead of a planned November opening.
Eleven new tenants have joined the 500,000-sq.-ft. Brickell City Centre retail development scheduled to open this November in an area of Miami developers of the project describe as underserved.
Swire Properties Inc, one of South Florida's leading international developers of urban real estate, along with retail co-developers Whitman Family Development and Simon Property Group, announced 11 new retailers set to join the $1.05 billion Brickell City Centre mix-use project. The retailers include: Baldinini, Boglioli, Bruno Magli, Carmen Steffens, Hugo Boss, Lafayette 148, Samsonite, Sephora, SPARIS, Tommy Bahama, Violetas/ Baccarat.
The retail center is set to open this November, with tenants already beginning to outfit their individual stores. One of the two condominium towers, Reach, opened its doors in April with the second tower, Rise, expected to open this summer. One of the two class-A office towers, Three Brickell City Centre, opened in February with Florida's leading law firm, Akerman Law, as the anchor tenant. The second office tower, Two Brickell City Centre, is set to open this summer.
"We've strived to make a positive, long-term impact in all aspects of BCC's retail center," said Debora Overholt, VP of retail at Swire Properties. "Not only are we bringing a mix of both beloved and new brands to an under-served market in Miami, but the shopping center will be creating thousands of jobs for our local community."
Luxury brands will be located throughout the street-accessible first floor of Brickell City Centre's retail component. Others will open on the second and third floors, emphasizing premium and contemporary retailers along with a mix of beauty, home decor, jewelry, apparel and other stores.
The food and beverage offerings, an integral piece of the Brickell City Centre retail concept, will be situated throughout the third floor, offering a mix of fine dining, casual fare and new international brands opening flagships in the U.S. Brickell City Centre will offer a unique vertical shopping experience, a successful shopping model common in international cities and well-recognized by global travelers.
"It has been our goal to create a retail center where shoppers have access to a diverse lineup of brands to choose from," said Courtney Lord, vice president of leasing for Whitman Family Development. "We are very pleased to welcome recognized retail brands such as Sephora to join what we call our first-to-market tenants, which are opening their very first U.S. flagships at Brickell City Centre."
The shopping center will seamlessly connect with Miami's key transportation nodes. Swire Properties is incorporating a Miami Metromover stop that exits directly into the shopping center's third floor to allow easy and convenient access. The shopping center will also ease vehicle movement with an expansive two-story underground carpark that traverses streets in the lower level.
"Brickell City Centre is built as a destination in of itself – with the hotel, cinema, and other attractions creating an environment where shoppers want to and are able to stay longer," said Sharon Polonia, executive VP of leasing at Simon.
Saks Fifth Avenue will serve as Brickell City Centre's anchor tenant and will occupy three floors of the shopping center with street-level access.
Whole Foods opens first 365 store in Los Angeles
After months of anticipation, the 365 by Whole Foods Market value store format has made its debut in the Silver Lake neighborhood of Los Angeles.
The 29,000-sq.-ft. store offers a streamlined look and feel to go along with its streamlined product selection. All price tags are digital and printed signs are limited to maximize the customer’s view of the store.
The space is accented with blues, reds and yellows, and features a textured piece of art designed to be reflective of the neighborhood, “Silver Kale,” by Sebastien Leon Agneessens. There is also a bike lockup section and accessible parking.
On the omnichannel side, free WiFi is available in seating areas throughout the store and home delivery is available via Instacart. 365 by Whole Foods Market has also partnered with Banquet by Delectable, a smartphone app that scans wine labels and provides instant descriptions and ratings. Self-serve “teaBot” kiosks allow shoppers to create customized tea blends.
Other amenities include the Allegro Coffee craft brew bar serving cold brew coffee, beers on tap and more than 65 indoor and outdoor seats; and a 38-seat communal vegan dining area called by. Chloe.
Product focus is geared toward customers seeking convenience and value for items without artificial colors, sweeteners or preservatives. Assortment includes grab-and-go prepared foods as well as grocery items such as produce, meat, seafood, bakery, bulk, supplement, baby care, chilled goods, and beverages.
The Silver Lake opening coincides with the launch of My 365 Rewards, a digital loyalty program offering personalized offers, product recommendations and deals based on individual preferences. Shoppers can sign up online and can use their digital membership card or phone number at checkout.
“Whether you’re looking for a quick in-and-out shop for a few items, stocking up for the week, or having a sit down dinner at by Chloe, with a beer from Allegro’s craft brew bar, you’ll find a blend of innovation and convenience,” said Jeff Turnas, president, 365 by Whole Foods Market. “From the food offerings to the design, we’ve built a foundation on the quality standards you’ve come to expect from Whole Foods Market in a fun new format that’s easy to navigate and focused on value in every department.”
Whole Foods is targeting busy millennials with convenience, seamless technology and community features; as well as the wider range of shoppers looking for lower prices than offered at traditional Whole Foods stores. The retailer may have created a winning strategy by making organic groceries available more affordably and easily, but must avoid diluting its core brand identity with higher-income shoppers.
Crayola creates new experience at Mall of America
A 60,000-sq.-ft. Crayola Experience has opened at Mall of America, giving the massive shopping center yet another experiential component to generate traffic.
The Crayola Experience is a family attraction that features 25 hands-on activities inspired by Crayola products and technologies and there is also The Crayola Store offering the world's largest selection of Crayola products and unique souvenirs.
"Crayola Experience is an immersive, larger-than-life, creative adventure that we can't wait to share with both locals and tourists,” Crayola CEO Smith Holland said at the grand opening. “This is America's heartland, and our brand has been at the heart of American creativity for 113 years. We hope to inspire countless kids and help create colorful family memories that will last a lifetime."
The Crayola Experience features 25 hands-on attractions and live entertainment. Guests will do everything from name and wrap their own Crayola crayon (Wrap It Up!), star in their own coloring page (Be A Star), paint with melted wax (Meltdown), bring their coloring page to 4-D life and animate it with their touch (Color Magic) and learn how crayons are made in the live Factory Show. Families typically spend four hours playing and creating and leave with a bag full of handmade keepsakes.
Crayola entered the attractions world in 2013, when the company re-imagined Crayola Experience's hometown facility in Easton, Pa. That attraction now welcomes hundreds of thousands of guests annually and opened its second location, in Orlando, Fla., last July.
To experience the Crayola Experience requires a general admission fee of $24.99, but to encourage repeat visits the brand offers an annual pass for only $10 more.