Inside Brendon Babenzien’s new J.Crew concept store in New York

Doesn’t Brendon Babenzien’s J.Crew look deserve an equally beautiful home? Don’t answer: I already know it’s a yes, because J.Crew has just opened the doors to a brand new concept space in New York’s trendy Nolita neighborhood to usher in the new era of its director. creative.

Babenzien’s vision for J.Crew was launched earlier this summer as the company began rolling out its first collection for Fall/Winter 2022.

Not only was it filled with the somewhat ultra-wearable yet ambitious garments that have informed Babenzien’s own imprint, NOAH, since its inception, this new J.Crew collection harkens back to the brand’s good ol’ days when J. .Crew meant quietly stylish essentials and not the New York Fashion Week runways.

J.Crew is always aware of the big moments, which is why it introduced this reinvigorated men’s store at the end of NYFW 2022, giving the city’s most fashionable residents the opportunity to glimpse products designed by Babenzien before flying to London. , Milan and Paris.

Tucked away in a cozy corner at 316 Bowery at the corner of Bleecker Street, the J.Crew Men store is almost too good to believe, as if the retailer has simply moved into the home of the world’s finest family. Imagine all of The Brady Group but displays of packed nautical apparel and finer tchotchkes your grandma could ever hope to collect and you’re mostly there.

From literally every angle, you’re presented with a view worthy of any interior design journal or inspirational Instagram account.

If the impeccably warm ambience is reminiscent of the ambience inside NOAH’s flagship store in New York, which is just a few blocks away, it’s no coincidence: the new J.Crew space has was designed by Dream Awake, the design firm overseen by Babenzien’s wife, Estelle, and responsible for all NOAH outposts.

“When designing environments, I dive deep into the character and integrity of the brand and strive to honor the personality and inspiration behind it,” Estelle Babenzien told Highsnobiety. “Designing the new J.Crew concept store was more than a place to experience the new men’s collection: the experience at J.Crew Bowery is unique to New York and pays homage to the vision of what my husband, menswear creative director Brendon Babenzien thinks J.Crew menswear should be.”

That means lots of thoughtful touches, from tasteful furnishings that make the space feel more like a living room than a brick-and-mortar store to the on-site cafe, a branch of Estelle’s favorite cafe, Urban Backyard.

“The particularity of this concept store is that it brings together vintage furniture, works of art, objects, books, carpets, magazines and records, a large part of which is also for sale”, continued Estelle. “There’s so much brand heritage to pull from.”

“It’s a lifestyle store for everyone – most of the women I know also wear men’s clothes, and if you can’t find something to wear, you might find something to decorate your home.”

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