A New Joe Fresh Store to Open in One of New York City’s Iconic Landmark Buildings
TORONTO, ON (March 2, 2012 - TSX:L) – The Joe Fresh brand, providing fresh fashion at a fresh price, announced today that it will open its U.S. flagship store at 510 Fifth Avenue, in New York City on Friday March 30, 2012. The 14,000 sq. ft. two story store will be the fourth New York City location for the Canadian fashion brand which opened its first stores in the U.S. last fall.
“This building is an architectural gem,” says Joseph Mimran, of Joseph Mimran & Associates, Creative Director, Apparel, Home and Entertainment for Loblaw Companies Limited. “We are honoured to have the brand occupy such an iconic New York building. We hope that New Yorkers, and visitors from around the world, will enjoy this unique shopping environment where architecture, fashion and art come together for a spectacular experience.”
Located at Fifth Avenue and 43rd Street, near the New York Public Library and Bryant Park, the glass-walled building was designed in 1952 by Gordon Bunshaft and originally built for the Manufacturers Hanover Trust Company. This stunning example of International Style architecture was designated a landmark building in 1997. The site has undergone a 12-month renovation to bring the building back to its original glory. One of the most striking attributes of 510 Fifth Avenue is the original, 70-foot long gilded screen by noted sculptor Harry Bertoia, which has been reinstalled and is set to provide a beautiful backdrop on the second floor for the Joe Fresh collection.
The store will offer a breadth of product from runway to ready-to-wear. Stand out pieces for Spring include brightly coloured maxi skirts, shift dresses, Capri pants, short shorts, sleeveless shells, and laser-cut tees for her and printed blazers, slim cut pants and fashion denim for him. The store will also contain a large display of Joe Fresh BeautyTM products including new spring make-up palettes, bold lipstick colours and a rainbow of nail shades, all at amazing prices.
Led by award-winning firm Burdifilek, the interior design honours the existing architecture with complementary detailing while providing a clean backdrop to highlight the collection’s bold colour aesthetic. Custom fixtures and finishes in matte white, blackened steel and clear sandblasted acrylic combine to create a classically modern palette.
In conjunction with the store opening, the brand’s spring advertising campaign will appear in March across New York City, including a takeover of Times Square subway station, featuring Canadian model, Heather Marks. A television campaign will follow showcasing the season’s bright collection.
In support of the arts in New York City, the Joe Fresh brand is the title sponsor of The New Museum’s Triennial “The Ungovernables.” This exhibition, on display until April 22, 2012, features 34 emerging young artists and collectives from around the world, and showcases some exciting new work in the visual arts. Investing in art is extremely important to Creative Director, Joseph Mimran, and the brand is very proud to help bring the exhibition to New Yorkers.
To learn more about the Joe Fresh brand visit joefresh.com.
About Loblaw Companies Limited (TSX:L)
Offering Canadians stylish, fresh and affordable apparel and accessories for all seasons, the Joe Fresh® brand is Loblaw Companies Limited’s answer to Canadian consumers' desire for accessible, of-the-moment style. Creative Director, Joseph Mimran of Joseph Mimran & Associates, Creative Director Apparel, Home and Entertainment for Loblaw Companies Limited, oversees a line that features hundreds of items, from chic footwear to the latest in outdoor fashions. Joe Fresh BeautyTM, an inspired collection of stylish and well-priced beauty products, was launched in 2009. The Joe Fresh® brand is available in more than 300 locations across Canada, including 12 standalone and studio stores and 5 U.S. locations in New York and New Jersey.
Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food retailer and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ more than 135,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice®, no name® and Joe Fresh® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program
-30-
For additional information, please contact:
Alison Lawler-Dean
Senior Public Relations Manager | Joe Fresh
pr@joefresh.com