Barneys New York takes The Drop shopping experience to LA

Barneys New York is bringing The Drop, its two-day 90-brand immersive shopping experience, to its Beverly Hills flagship. The first LA Drop will debut 20 exclusive capsules and feature designer appearances and entertainment.


Virgil Abloh and Heron Preston at The Drop in NYC. Heron will perform a live DJ set at The Drop LA on June 2nd. - Barneys New York

Daniella Vitale, chief executive officer and president, Barneys New York said the LA Drop has been reimagined since the inaugural event the retailer created last year in NY. "This year, we've created a fresh take on fashion for a new generation, with even more collections and activations across women's men's, beauty, jewelry, and more," she said in a release.

The LA The Drop event will aim to capture "the creative spirit of Los Angeles through imaginative environments, thought-provoking panel discussions, LA food favorites, entertainment, and a special musical performance," she went on to explain.

Exclusive pieces will be offered from over 90 designers including Prada, Fear of God, Heron Preston, Fendi, Moschino, Givenchy, Balmain and Versace. Rick Owens, Wu Wear, Birkenstock and Manolo Blahnik are also among designers who have created exclusive releases for the event.

Designers who will personally appear on day one of the event include Jerry Lorenzo of Fear of God, Heron Preston, Jeremy Scott of Moschino, and Jon Buscemi of Buscemi. A special performance from a surprise Live Nation artist will take place in the evening.

New to the LA edition of The Drop are experiential activations such as a Gucci roller rink with performances and skate rentals available. Other immersive brand environments include a Prada Pachinko Parlor, a Heron Preston NASA-inspired environment, a "Sliced by Fila" pizzeria, and a Birkenstock Park featuring Moon Juice refreshments.

Other activations include piercings, dip dye sneaker customization, an Oliver Peoples photo booth, custom "grillz", screen printing, and hand-painted Balenciaga sunglasses cases.

Jewelry will be displayed in a butterfly bar with live butterflies, while beauty and skincare brands including Acqua di Parma and Unistella will be merchandised in a live aquarium environment.

The second day of the event will feature more brand activations as well as panel discussions with designers, models, stylists, artists, influencers and other fashion industry insiders. Topics covered will include the luxury fashion industry, women in fashion and the LA creative community.

Commenting on the upcoming event, Jeff Carvalho, managing director of Highsnobiety, who partnered with Barneys to produce The Drop LA, stated, "Los Angeles has a fashion culture all its own," adding "We're super excited to partner with Barneys New York again to bring thedropLA@barneys to Angelenos, offering them a new shopping journey unlike the city has ever seen."

The Drop LA at Barneys takes place June 2-3 at Barney's Beverly Hills flagship.
 

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