US luxury department store Lord & Taylor has opened a 2,790 sq m dress destination at its Fifth Avenue flagship in New York. The newly updated space on the fifth floor is devoted entirely to dress shopping for all occasions and includes a rotating pop-up shop, concierge and The Gallery, a dedicated area for designer dresses.
'For our customers, Lord & Taylor has always been about the dress,' says Liz Rodbell, president, Lord & Taylor and Hudson’s Bay. 'Dresses are the core of Lord & Taylor’s DNA and the launch of The Dress Address provides a tremendous opportunity to offer customers the most fabulous assortment of dresses.'
A series of custom screen walls help zone the floor into various atmospheres that accommodate a diverse range of dresses for every occasion. The space boasts more than 35 luxurious fitting rooms equipped with new and updated fixtures, including call buttons, selfie sticks and illuminated mirrors that feature adjustable mood settings for day, home, office and night.
The rotating pop-up shop launched in March with one-of-a-kind vintage designer dresses curated by Cameron Silver, co-founder of Decades, and the next instalment will be titled Paper Crown, designed by Lauren Conrad.
Set apart in a private alcove, The Gallery is an elevated shopping experience complete with its own branding, exclusive packaging, complimentary alterations, luxurious robes and other elements appealing to new and existing clientele.
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