Launch of Faena Bazaar In Mi­ami’s Faena District Comes Into Fo­cus

WWD Digital Daily - - Wwd - BY SHARON EDEL­SON

The retail for­mat mixes stand-alone and multi­brand shops, an art gallery, café and pop-ups.

Two years af­ter a tem­po­rary Faena Bazaar bowed and oper­ated for the du­ra­tion of Art Basel Mi­ami 2016, the long-awaited per­ma­nent ver­sion is slated to open in De­cem­ber.

Alan Faena, co­founder of Faena District in mid-Mi­ami, has part­nered with Maris Col­lec­tive, a global re­tailer spe­cial­iz­ing in des­ti­na­tion retail at up­scale re­sorts. Faena Bazaar will con­sist of a mix of brands and ex­pe­ri­ences shown in both stand-alone shops and multi­brand spa­ces, with a fo­cus on emerg­ing tal­ent and pop­u­lar in­ter­na­tional la­bels.

LeeAnn Sauter, chief ex­ec­u­tive of­fi­cer and founder of Maris Col­lec­tive, cited Roopa, Mai­son Alma, Rianna + Nina, Brock Col­lec­tion and Brock Denim, Adri­ana Igle­sias, Adeam, Delpozo footwear, La Dou­ble J and Mercedes Salazar’s jewelry, as ex­am­ples of brands at Faena Bazaar. Elder States­man created an ex­clu­sive cap­sule that em­anates Los An­ge­les cool.

Faena Bazaar’s four-level build­ing was de­signed by Rem Kool­haas’ OMA and Sho­hei Shige­matsu, part­ner and di­rec­tor of the New York of­fice, and lead ar­chi­tect on the project. Com­pleted in Novem­ber 2016, space in the build­ing was used for a mov­ing im­ages in­stal­la­tion and rented out for events such as the Mu­seum of Ice Cream.

Prior to the De­cem­ber open­ing, Faena Bazaar’s space may be uti­lized for tem­po­rary pop-up shops. Be­gin­ning July

11, women’s con­tem­po­rary trade show Co­terie in part­ner­ship with Maris Col­lec­tive will trans­form the Faena Bazaar space into an im­mer­sive shop­ping con­cept with a mix of re­sortwear and beauty brands. The eight-day pop-up will com­bine tech­nol­ogy, a shop-all con­cept, vis­ual in­stal­la­tions and col­lec­tions, re­freshed daily with new mer­chan­dise and ac­ti­va­tions.

“What we’re launch­ing in De­cem­ber is the ac­tual ex­pe­ri­ence de­vel­oped by Alan Faena for Faena Bazaar, which will be per­ma­nent,” said a spokes­woman. “Alan and LeeAnn have been work­ing on this con­cept for nearly two years. De­cem­ber 2018 will be the launch of Faena Bazaar as it was orig­i­nally con­ceived.”

A main gallery on the first floor will dis­play ro­tat­ing ex­hi­bi­tions. “We’re mak­ing a café on the ground floor for peo­ple to en­joy,” Alan Faena said. The sec­ond floor is de­signed to be open and flex­i­ble, while the third will house luxury ready-to-wear for men and women, and jewelry con­cepts. The fourth floor, which fea­tures an out­door ter­race, will be used for events and pop-up shops.

Faena orig­i­nally teamed up with Mi­ami fash­ion con­sul­tant Kelly Framel for the pop-up shops of the ear­lier Bazaar in­car­na­tion. “The Faena Bazaar con­cept didn’t change. Af­ter the ini­tial pop-up with

Kelly, a se­ries of events that took place,” the spokes­woman said, re­fer­ring to the Mu­seum of Ice Cream. “The build­ing was al­ways de­signed to be fluid to some de­gree. It’s fair to say that Alan wanted to take time to en­sure it re­flected his vi­sion, and other op­por­tu­ni­ties came along in the process.”

“I’m look­ing at ev­ery floor as a com­pound with art and ex­pe­ri­ences for clients,” Sauter said. “The build­ing will close for two weeks ev­ery year. Dur­ing those two weeks, we’ll shift the en­tire build­ing. It could be that a de­signer does a new in­ter­pre­ta­tion of their brand. We’ll never have a dis­play that lasts for more than a year. Prices will range from $90 for a T-shirt to eas­ily north of $50,000 for fine jewelry.”

Sauter said Faena Bazaar will be “all en­com­pass­ing. It will have con­cept stores, high end art and sculp­ture, home prod­ucts, a hair sa­lon, a shop-in-shop for new wine launches, ca­sual men’s wear and street wear. We’ll have lec­tures from de­sign­ers and part­ners, and a night­club vibe in the cen­ter court­yard. Will oc­cupy four floors. Fourth floor in in­door out­door with a lounge area out­side. This is our largest foot print.”

Sauter de­vel­ops cus­tom­ized retail en­vi­ron­ments at five-star ho­tels and re­sorts, op­er­at­ing 40 luxury fash­ion and life­style re­sort stores in Hawaii, Mex­ico and An­guilla, with a float­ing store launch­ing in Bora Bora. There’s a Maris Col­lec­tive store at the Four Sea­sons, Hous­ton, and Sauter opened with a part­ner, life­style bou­tique Mar­ket at High­land Park Vil­lage in Dal­las. “We’re help­ing re­launch Fred Se­gal in the U.S.,” she said.

“We’ve been work­ing for a long time to find the right part­ner and the right per­son. We started work­ing with LeeAnn and our plan is to cu­rate the prod­uct so we’ll at­tract peo­ple who want to see some­thing spe­cial. Even­tu­ally, we’ll have our own [ap­parel] col­lec­tion, too. It will be great. I started in the fash­ion world,” said Faena, who launched the la­bel Via Vai in the late Eight­ies. “We al­ways had a vi­sion of the Bazaar be­ing a key el­e­ment of Faena District. We have the am­bi­tion of bring­ing the best prod­ucts in the world to Mi­ami.”

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