John Varvatos to Open Las Vegas Bowery NYC Concept Store

John Varvatos to Open Las Vegas Bowery NYC Concept Store
August 27, 2009

John Varvatos Enterprises will open its second John Varvatos Bowery NYC concept store inside the newly renovated Hard Rock Hotel & Casino in Las Vegas this September. The store will bring the company's growing roster of freestanding stores to 10. Inspired by the original Bowery boutique (housed in a space that once was the home of seminal underground music club CBGB’s) and by the rich musical history of the Hard Rock, the new 3,000-sq.-ft. Bowery NYC is "a subtle and sophisticated counterpoint to the standard glitz of Las Vegas," the company said. The store will play host to live concerts, record release parties and other events. “Beyond my vision of fashion, I feel like we’re also bringing a unique bit of rock ‘n’ roll culture to Las Vegas," Varvatos said. The store, which features a stage similar to the one in the New York location, will showcase an extensive offering of vintage vinyl records and audio equipment, handcrafted rock-influenced jewelry and vintage clothing. The space is punctuated with found objects from Paris flea markets handpicked by Varvatos himself, such as enormous blackened steel doors and a gigantic factory fan transformed into a table top; vintage smoky mirrors and chandeliers; and industrial stage lights. The walls will feature rare show posters, as well as familiar and unpublished work from respected rock photographers. There will also be a 30-ft. video wall that will play iconic rock videos. Walls are made of black brick and oxblood-painted wood, and the wood floors contain planks of blackened metal stamped with Varvatos hallmarks of authenticity.