John Varvatos Bowery NYC brings his passions to the Hard Rock
To designer John Varvatos, music and fashion have always been in tune with one another. Now with his second John Varvatos Bowery NYC concept boutique recently opened at the Hard Rock, he is bringing a new groove to the hotel, one that is setting the stage for a new and special version of his concept that is dressed to thrill.
John Varvatos Bowery NYC at the hotel is John Varvatos Enterprises’ tenth freestanding store. Like the New York Bowery venue, the 3,000-square-foot boutique at the Hard Rock allows fashion and music to co-exist in the same space, his eclectic designs inspired by rock icons from Alice Copper to The Who. On the black brick and oxblood-painted walls are the rarest of show posters of some of the biggest names in rock ‘n’ roll, as well as familiar and unpublished work from some of the world’s most respected rock photographers including Jim Marshall, Danny Clinch and Mick Rock.
Featuring a stage similar to the New York Bowery location and housing top-of-the-line gear including a backline provided by Gibson Guitars, Marshall amplifiers, Yamaha drums and Zildjian cymbals, the boutique will be used for planned events as well as impromptu jam sessions from visiting rockers and stars. There is also a 30-foot video wall that plays host to the most iconic rock videos of all time in addition to being a background for live performances through various camera angles and multi media light shows. The store’s opening party featured Cheap Trick and Alice Cooper performed for a special Halloween event.
“Beyond my vision of fashion, I feel like we’re also bringing a unique bit of rock ‘n’ roll culture to Las Vegas,” said Varvatos. “We’ll be hosting great events like live concerts, record release parties and live broadcasts of my “Born in Detroit” show on Sirius, so it will be a gathering place for both fans and artists.”
In addition to all three John Varvatos brands (Collection, Star USA and Converse) of tailored clothing and sportswear as well as the younger, edgier John Varvatos, the new store is the exclusive Nevada dealer of James Trussart guitars. Made from custom shaped metals, these high-end guitars have graced the hands of well-known collectors such as Billy Gibbons of ZZ-Top, Joe Perry of Aerosmith, and Rick Nielsen of Cheap Trick.
The Bowery NYC store also showcases an extensive offering of vintage vinyl records and audio equipment; handcrafted rock-influenced jewelry; and vintage clothing, including rare denim, leather jackets, concert tees, belts and boots.
In tandem with his brand, the new location retains the character and patina long associated with Varvatos. There are even objects from Paris flea markets, handpicked by Varvatos himself. They include enormous blackened steel doors and a gigantic factory fan transformed into a table top; vintage smoky mirrors and chandeliers; and industrial stage lights.
- by Bobbie Katz, Las Vegas Reporter for HelloMetro
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