A New Store in NYC Marks the Beginnings of Banana Republic's Rebrand

By: Rebecca Byers - Apr 1, 2015
References: ny.racked
Appointed as Creative Director in 2014, Marissa Webb recently revealed the first Banana Republic location to reflect her redirected vision for the brand. The newly minted Flatiron retail space is housed in a former Barnes and Noble and champions the aesthetics of a perfectly curated Pinterest board.

The reenvisioned retail experience is defined by vibrant plants, neon lights and 105 hand-painted items like stationary, footwear and denim that give the space a personalized feel. While the new store is the first reveal, it is said to be the brand's experimentation lab where they will test concepts and continue to redevelop the vision.

Banana Republic also recently showed its fall/winter 2015 collection at New York Fashion Week for the first time, which drew comparisons to competitor J Crew.