Manhattan jewelry flagship transports shoppers to Bali
Luxury jewelry brand John Hardy evokes its Balinese roots at its new, multi-sensory flagship in Manhattan’s SoHo.
The new boutique is the brand’s second U.S. location, and follows on the heels of its store in Houston. John Hardy’s foray into freestanding retail comes amid a full brand transformation, led by CEO, and former American Eagle Outfitter chief, Robert Hanson that includes reaching the customer at multiple touchpoints. (In 2014, John Hardy was acquired by private equity firm Catterton, which appointed Hanson as CEO.)
Additional plans include expansion of e-commerce and a limited number of retail boutiques in key cities.
Conceptualized by architectural firm Design Republic, the 1,200-sq.-ft., three-level flagship celebrate the brand's heritage and roots in artisan craftsmanship and is designed to engage all five senses with the myth and magic of Balinese artisanship.
The highlight of the space is the second-floor artisan workshop that will host master classes, workshops, talks, and various installations across various disciplines. It will also serve as an actual workshop for John Hardy artisan in residence from overseas.
The flagship blends together scent, sound, light and art for a reimagining of the brand’s jewelry workshop in Bali. A lush, custom scent wafts through the store, conjuring up the verdant grounds of Bali, while the lighting system (from Ketra) shifts throughout the day to evoke the rising and setting of the Balinese sun. A custom playlist blends nomadic beats and natural soundscapes.
In keeping with founder John Hardy's creative vision as an artist and environmental sculptor, the walls of the store showcase gallery-styled collections. Signature carved wood details punctuate the space with rich walnut and hammered gold inlays. A large-scale art installation hand-carved from teakwood tree root serves as a dynamic focal point.
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