A "Simple & Clean" Store Unified with the Same Vision as the NY Madison Avenue Store

BARNEYS NEW YORKwas founded in New York in 1923. In Japan, Barneys Japan Inc. was established in 1989, and the following year, 1990, the first Japanese store, BARNEYS NEW YORK Shinjuku, opened with great fanfare. The exterior and interior, designed by world-renowned architect Peter Marino, were based on a classic and modern aesthetic. With its unique product curation, sophisticated displays, and heartfelt customer service, it launched as a specialty store filled with a distinctive taste, centered around the theme of “Taste. Luxury. Humor.” Today, in addition to stores in Ginza, Yokohama, Kobe, and Fukuoka, it operates five outlet stores and an online store.

Regarding the recent renovation of the women's floors and the establishment of the personal shopping service space, Creative Director Katsuhiko Taniguchi states, "For this renovation, we have significantly shifted from the traditional classic and modern style to 'simple & clean,' which is the same guiding principle as our flagship Madison Avenue store in NY. With the ceiling, walls, and floor in a monotone base, and incorporating handmade organic decorative elements such as rugs, fixtures, and mural art, we propose a new space, 'Barneys Air,' for our 23rd year."

4F | Women's: Designer Collections

The 4th floor, showcasing the essence of what it means to be BARNEYS NEW YORK──The ceiling and walls have been dramatically brightened, and the floor has been changed from carpet to Italian travertine marble. The grayish floor complements the ceiling and walls, beautifully showcasing the spring colors of the apparel.

Mr. Taniguchi explains, "We haven't just aimed for a simple and clean, inorganic look. By laying hand-dyed black rugs under glass tables and in dressing rooms, we've added a handmade touch, retaining Barneys' distinctive taste while changing the basic environment."

In this women's floor renovation, from B1F to 4F, along with the rearrangement of sales areas, product/brand lineups have been changed, and Barneys' exclusive items, "Exclusively Ours" (marked with an "XO" symbol in-store), have been expanded.

The 4th floor brings together the latest items from high-end collection brands. Transformed into a more fashion-forward floor, it features a dazzling array of popular luxury brands such as "Miu Miu," an "Exclusively Ours" (XO) brand, alongside "Alaïa," "Isabel Marant," "The Row," "Saint Laurent," "Givenchy," "Stella McCartney," "Trussardi," "Dries Van Noten," "Dolce & Gabbana," and "Marc Jacobs."

Additionally, the pop-up corner "BARNEYS NEW YORK SHOWCASE," which highlights trending brands, features "Saint Laurent" and "The Row." It's a showcase of must-see brands.

1F | Women's: Bags / Jewelry

The first floor, entered after being welcomed by the doorman, has been transformed into a bright space, similar to the 4th floor, with travertine marble flooring. "The travertine, the glass of the nesting tables, and the wood of the tables coexist to create a space that feels comfortable for adult women. While retaining some of the mosaic that was originally in the entrance approach, the unified floor creates a sense of spaciousness," says Mr. Taniguchi.

The selection of bags has been expanded, and items from brands available only at BARNEYS NEW YORK in Japan for both bags and jewelry have been strengthened. A curated lineup of small leather goods, such as wallets, is also available.

For bags, "Exclusively Ours" (XO) brands "Fontana" and "Miu Miu" are featured, along with "Saint Laurent," "Chloé," and "Balenciaga." For jewelry, "Exclusively Ours" (XO) brands "Miu Miu" and "Malcolm Betts" are available, as well as "Hoorsenbuhs" with rings recommended for bridal (XO), and the popular "Chan Luu" with a wide selection including (XO) items.

"While the first floor is dedicated to bags and jewelry, we also present total looks by displaying apparel coordination. For example, with the trending brand "Isabel Marant" this season, we have purchased their apparel, shoes, bags, and accessories as a total collection, and we visually appeal that these can be purchased as a complete set. We want customers to enjoy shopping by exploring the floors," he explains, detailing the floor composition and the goals of visual merchandising (MD).

9F / 10F | Personal Shopping Service Space

Regarding the aim of this renovation, Creative Director Katsuhiko Taniguchi states, "The renovation began about a year ago, and the first thing we considered was,BARNEYS NEW YORKwhat is the hospitality of BARNEYS NEW YORK? We returned to the basics of experiencing the joy of shopping, with professional sales staff providing exceptional service in a special space for our exclusive products, which is Barneys' strength, and pursued a space that resonates with our customers."

Various renovation plans and concepts were proposed, but the focus was placed on the customer service provided by sales experts called Selling Supervisors (SSV), a symbol of Barneys' identity. The Personal Shopping Service Space was born as "a space that can comprehensively meet the diverse needs of customers beyond product categories."





"It is a unique shopping space in the Shinjuku store that offers a more satisfying and trustworthy experience, whether it's a personal space where customers can enjoy shopping with a drink, or even a light meal, alongside a Selling Supervisor, or for hosting trunk shows, order events, and special sales events that Barneys excels at," says Mr. Taniguchi.

"Currently, our flagship store in Madison, NY, is undergoing renovations aiming for a complete renewal by 2014. We are transforming it towards the 'NEXT BARNEYS' concept, changing the facade's awning from red to black, and focusing on a simple and clean image. In line with this, the Shinjuku store in Japan also aims to be a cutting-edge adult specialty store. The greatest theme of this renovation was the alignment of a space that adults can enjoy with valuable products," he explains.





"While aiming for 'simple & clean,' we hold onto Barneys' keywords: Taste, Luxury, and Humor as our guiding principles. Therefore, we will also express the humanistic elements, such as the mural art by Jean-Paul Philippe, which is familiar at Barneys. Please do look for the mural art in the store while you shop."

3F | Women's: Shoes / Contemporary Designers

The 3rd floor, which previously focused on original brands, has been changed to a sales area featuring shoes and contemporary designers. In particular, it handles brands that are representative of "New York."

The apparel on the 3rd floor includes many of the latest and most fashionable brands from New York, such as "Exclusively Ours" (XO) brands "Wayne" and "Crippen," as well as "10 Crosby Derek Lam," "Elizabeth and James," "3.1 Phillip Lim," "Thakoon Addition," and "Marissa Webb."

For shoes, the lineup includes "Exclusively Ours" (XO) brands "Miu Miu" and "Uno Ott Uno," along with "Alaïa," "Isabel Marant," "Chloé," "Saint Laurent," "Givenchy," "Gianvito Rossi," "Giuseppe Zanotti Design," and "Dolce & Gabbana."

Furthermore, the "Monthly BARNEYS NEW YORK" space, which introduces noteworthy brands, currently features "Wayne," "Marissa Webb," and "Zero + Maria Cornejo." The latest fashion trends are vibrantly showcased. This space on the 3rd floor is planned to change its featured brands monthly.

2F | Women's: Luxury Casual

The 2nd floor offers a充実 selection of apparel from brands like "Acne," "AG," "Moncler," and "Isabel Marant Étoile," as well as popular denim, scarves, hats, hair accessories, belts, and umbrellas. A luxurious casual wardrobe suitable for sophisticated adults can be assembled on this single floor.

"The highlight of the 2nd floor is the coordination of red tie-dye rugs, which I dyed myself, and tables, moving away from the image of denim = hippie = tie-dye. We are visualizing the products handled on the floor," says Mr. Taniguchi.

B1F | Gifts / Baby Gifts / Bridal Services

The B1F has been transformed into a floor offering baby gifts, general gifts, and bridal services. Within a calm atmosphere, you'll find "Chelsea Passage" for tableware, interior accessories, and baby gifts; "Apothecary" for fragrances and skincare; and "Bridal Services" to support high-quality bridal scenes, including wedding favors, in a manner befitting Barneys.

For baby and gifts, notable lineups include "Arte & Cuoio," "Benigni," "Montegrappa," and "BARNEYS NEW YORK BABY." For skincare and fragrances, "Exclusively Ours" (XO) brands "Aedes de Venustas" and "Greenland," along with "Aesop." For bridal services, "JAS," "Sghr," and "Dean & DeLuca" are featured. The subtle display of antique Georg Jensen silverware (not for sale) in a corner of the floor is characteristic of Barneys.

You can also find many exclusive Barneys gifts (XO), such as original candles designed by Jean-Paul Philippe and collaboration confectionery (Tiramisu Macaron Rusk) with fun packaging designed by Taro Out.





With the men's floors from the 5th to 8th floors scheduled for renovation in September, BARNEYS NEW YORK Shinjuku Store invites you to first experience its charms, starting with the women's section.

BARNEYS NEW YORK Shinjuku Store
3-18-5 Shinjuku, Shinjuku-ku, Tokyo
Tel. 03-3352-1200
Business Hours | 11:00 - 20:00 (Fri & Sat until 20:30)
Irregular Holidays
http://www.barneys.co.jp