The opening of the American Eagle store on Union Square, produced by American Eagle brand manager Kirsten Ludwig and Tony Berger of Relevent, was packed—on the day when the temperature was the highest in three years—but fun details and plenty of entertainment kept the swelled crowd distracted.
After navigating a blue and white carpet printed with American Eagle’s “Live Your Life” slogan, guests entered the store where they could pick up personalized ball-chain necklaces and custom-printed jeans at booths around the space. To the rear, guests were invited to express their thoughts with colored markers on blackboards and listen to a presentation honoring six young philanthropists whose work jives with the humanitarian attitude the brand hopes to convey—with Alexandra Kerry and the waifish Tori Spelling among the celebrity presenters.
While DJ AM entertained guests in the store, the crowd spilled onto Union Square West, and into a tent on adjacent West 15th Street set up by Parties to Go, where AG Light and Sound handled a live performance from rockers Louis XIV. (Of course, an adjoining upscale portable restroom trailer from Mr. John had long lines for the ladies’ side and no one in the men’s, but we digress.) Match Catering passed hors d’oeuvres—although the caterwaiters could hardly make it out of the kitchen before their trays were empty again. Knight Security kept the throng more or less under control, even as spectators ogled the likes of Andy Dick and Carson Kressley from the heavily trafficked surrounding sidewalks.
—Alesandra Dubin
Photos: Jeff Thomas/ImageCapture
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After navigating a blue and white carpet printed with American Eagle’s “Live Your Life” slogan, guests entered the store where they could pick up personalized ball-chain necklaces and custom-printed jeans at booths around the space. To the rear, guests were invited to express their thoughts with colored markers on blackboards and listen to a presentation honoring six young philanthropists whose work jives with the humanitarian attitude the brand hopes to convey—with Alexandra Kerry and the waifish Tori Spelling among the celebrity presenters.
While DJ AM entertained guests in the store, the crowd spilled onto Union Square West, and into a tent on adjacent West 15th Street set up by Parties to Go, where AG Light and Sound handled a live performance from rockers Louis XIV. (Of course, an adjoining upscale portable restroom trailer from Mr. John had long lines for the ladies’ side and no one in the men’s, but we digress.) Match Catering passed hors d’oeuvres—although the caterwaiters could hardly make it out of the kitchen before their trays were empty again. Knight Security kept the throng more or less under control, even as spectators ogled the likes of Andy Dick and Carson Kressley from the heavily trafficked surrounding sidewalks.
—Alesandra Dubin
Photos: Jeff Thomas/ImageCapture
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A blue and white carpet printed with American Eagle’s “Live Your Life” slogan ushered guests into the retailer’s Union Square store opening.
Guests were invited to express their thoughts with colored markers on blackboards.
AG Light and Sound handled a live performance from rockers Louis XIV.
Match Catering passed hors d’oeuvres.
