BY SHAYE WEAVER | Nordstrom wants to make it clear that its seven-story flagship store in Midtown is more than its merchandise.
When it opens at 10 a.m. on Thursday at 57th Street and Broadway, across from Nordstrom Men’s Shop, it will stock more than 10,000 handbags, 100,000 pairs of shoes, and 6,000 pairs of jeans, but it will also give shoppers more reasons to stick around.
It will be a one-stop shop for beauty services, including airbrush tanning, facials, blowouts, manicures and AR-enhanced makeup help and it will also boast seven food and drink options to keep shoppers and their families satisfied. (There will even be an option to get your champagne or wine delivered to where you are in the store.)
It sounds like a lot and it is. The 320,000-square-foot store, which was designed by James Carpenter Design Associates, doesn’t include men’s clothing, but it still chock full with merchandise at every price point, hoping to attract both the soccer mom and the high profile business woman — both tourists and locals.
“We’re not just opening a store – we’re expanding in a market,” Jamie Nordstrom, president of stores, said in a statement. “New York represents our largest online market. Our goal is to maximize our full-line business opportunity through our NYC flagship store, combined with our digital and physical market assets, including Nordstrom Local and Nordstrom Rack, to provide customers with greater access to merchandise selection, and faster delivery.”
We got a sneak peek into the store before it opens on Thursday and this is what we learned:
Nordstrom is taking on a new identity by offering and salon spa services, from a 30-minute facial to a three-hour body treatment. Drybar will be on site to style hair, Facegym will give facial “workouts,” the Light Salon and Sisely-Paris will handle facials and body treatments across nine treatment rooms.
Those looking for quicker services will be able to get their eyebrows waxed by Anastasia Beverly Hills or threaded by Blink Brow Bar, their nails done by Base Coat, airbrush tans from St. Tropez, and, for the first time at a department store, the ability to get fillers and Botox from Kate Somerville. That’s right — you can get Botox at Nordstrom.
For those looking for a less invasive change, shoppers can also “try on” lipstick virtually, take a quiz to find their most suitable perfume or skin care products, and get a free makeup consultation. (Note: From 8 to 10 a.m. on Thursday, Nordstrom will be doing makeup for free at a beauty bash.)
Nordstrom has teamed up with Nike for an entire department for women’s athletic wear. The plushly carpeted area on the first floor mimics a boutique rather than an athletics store with accessories and clothing by other brands outside of Nike. When shoppers walk in, they’ll be picked up by a grouping of video cameras that project the entrance onto a screen in front of the doors.
There is also a Christian Louboutin Shop that will showcase 30 designs made for Nordstrom and a rotating series of shops for what is called “Pop-In@Nordstrom,” which will start with Everlane.
Wolf — By Chef Ethan Stowell from Seattle, Wolf offers a cozy, sexy spot for cocktails and small plates inspired by the Pacific Northwest. It will be open after store hours and accessed by an elevator you can get to from the ground level on 57th Street.
Broadway Bar — A two-story bar overlooking Broadway with interiors designed by Rafael de Cárdenas is a living-room like area that serves cocktails and small plates.
Bistro Verde — The flagship restaurant of the store serves Italian-inspired fare including soups, salads, pizza and pasta, and a curated wine list and handcrafted beverages.
Clubhouse Bar and Shoe Bar — These two laid-back spaces offer a drink or snack to whomever needs some refreshment during their shopping experience. You can order your drink right to your fitting room if you so choose.
Oh Mochi — A doughnut shop bakes mochi donuts in house in an assortment of unique and traditional flavors and are naturally gluten-free.
Hani Pacific — By Tom Douglas, Hani offers Pacific Rim-influenced dishes in an open-kitchen with lunch and dinner options and full-cocktail service.
Jeannie’s — From Seattle chef Tom Douglas, Jeannie’s offers contemporary pizza, pasta and salads that are perfect for family dining.
You may have already seen the wavy windows on the 57th Street facade. Designed by James Carpenter Design Associates, they were made to allow shoppers to look down at the traffic and let in the light and atmosphere of the city. The floors’ 19-foot ceilings also add to the store’s open, airy feeling.
Movable Dividers made out of chainmail divide shops on each floor giving Nordstrom an easy way to expand or make shops smaller and give the shoppers a view through to the next shop.
Kids will also have something to look at — a conveyor belt has been put in the kids department, which will make for a fun way to pick up their purchases.
When it started in 1901, Nordstrom was a shoe store. Taking a page from its history, the new flagship will offer cobbling services and will continue to offer alterations on site. Additionally, if you order an item online, you can pick it up at the store just by walking in off 57th Street to avoid the masses.
“We’re focused on having the best product and creating a sense of discovery and newness for our customers,” Jamie Nordstrom said. “Speed and convenience are the greatest luxuries for customers, and perhaps no one understands that more than New Yorkers. The store will serve customers on their terms through services like 24/7 Online Order Pickup, Style Boards, Personal Stylists, Beauty Stylists, Same-Day Delivery, Tailoring & Express Alterations, and more.”
Nordstrom will host a block party on Saturday on Broadway between 57th and 59th with live music by STAG, Jennifer Champion, Frankie Cosmos and Nada Surf, entertainment, food by Milk Bar and Roberta’s Bakery, tacos, hot cider tasting stations, giveaways and activities for the whole family including wandering magicians, a tattoo parlor and tote customization station, Halloween-inspired beauty applications, a mobile tarot card reading and much more. It runs from 10 a.m. to 5 p.m.