New Hard Rock Varvatos Boutique, With Stage and Video Wall, Available for Events

By Alesandra Dubin October 5, 2009, 9:00 AM EDT

John Varvatos Bowery NYC

Photo: Jeff Green Photography

Fashion company John Varvatos Enterprises added a John Varvatos Bowery NYC store to its roster. Inside the newly renovated Hard Rock Hotel & Casino, the free-standing store will be available for event booking.

The new, 3,000-square-foot boutique has a stage and gear including a backline provided by Gibson Guitars, Marshall amplifiers, Yamaha drums, and Zildjian cymbals. The stage and equipment will be used not only for events (like they were for the store's opening party on September 24) but also for impromptu performances from visiting musicians and shoppers.

The space includes objects handpicked by Varvatos from Paris flea markets, including giant blackened steel doors and a factory fan transformed into a tabletop; vintage smoky mirrors and chandeliers; and industrial stage lights. The walls showcase rare rock 'n' roll show posters, as well as work from rock photographers such as Jim Marshall, Danny Clinch, and Mick Rock. A 30-foot video wall shows rock videos and serves as a background for live performances. Walls are made of black brick and painted wood, and the wood floors contain planks of blackened metal stamped with Varvatos hallmarks.

“Beyond my vision of fashion, I feel like we’re also bringing a unique bit of rock ‘n’ roll culture to Las Vegas. We’ll be hosting great events like live concerts, record release parties, and live broadcasts of my Born in Detroit show on Sirius, so it will be a gathering place for both fans and artists,” Varvatos said in a statement.

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