- The event brought together Katie Holmes, Tommy Dorfman, Annabelle Wallis, Julia Von Boehm, Camille Charrière, Sofía Sánchez de Betak, Gala Gordon, Tina Leung, Veronika Heilbrunner and other national and international celebrities from the fashion industry, cinema world and friends of the brand.
- Mango is taking Miró, Tàpies and Barceló to the Metaverse and converting its Fifth Avenue store into a physical, digital and virtual museum.
- With this store opening on New York's Fifth Avenue, the brand is driving its expansion in the United States, and aims to have 40 stores in the country by 2024.
- The store is one of the first in the world to feature the new Mediterranean-inspired interior design concept.
Located in one of the best locations in New York, Mango is opening its new flagship store on Fifth Avenue today, one of the first in the world to feature the new Mediterranean-style store concept.
To celebrate the opening, Mango counted on celebrities from the fashion industry and cinema world, such as Katie Holmes, Tommy Dorfman and Annabelle Wallis, fashion editors and influencers such as Camille Charrière, Julia Von Boehm,
Also attending the event were the Mango Girls Sofía Sánchez de Betak, Veronika Heilbrunner, Nuria Val, Marem Ladson, Leti Sala, Gemma Galán, Yan Yan Chan, Arpana, Gala Gordon and Christine Andrew and the Mango Men Marc Forné, Joan Palà and Miguel Carrizo.
As well as an in-store cocktail, that same evening Mango invited them to an intimate dinner at Balthazar, one of the city’s most iconic restaurants.
Mango’s new flagship store is located in the Grande Dame building, at number 711 Fifth Avenue, and has a surface area of 2,100 m2, where it will sell the Woman, Man and Kids lines. It is an historic building from the late 1920s that has won awards for its elegance and beauty, and was previously the headquarters of major companies including NBC, Columbia Pictures and Coca-Cola.
The new store will present the brand’s latest collections for Spring/Summer 2022. On the one hand, this will include the more formal line of the 90s-inspired capsule collection, full of on-trend colours such as yellow, green and pink. On the other, we will also find more relaxed and Mediterranean-style collections, such as the so-called Visions of Summer, with linen and cotton as the star fabrics and more neutral tones, such as brown, white, blue and orange hues.
The store concept is inspired by the popular culture of the Mediterranean, the warmth and naturalness of its people, and its art and joyful spirit, which form the basis of Mango's DNA. The aim of the store is not only to display the brand’s latest collections, but also become a centre that brings the Mediterranean experience and culture closer to its customers, allowing them to participate in the way of life that characterises Mango, by inviting them to enjoy and be a part of it, as well as improving the distribution of the collections and the store layout.
The architectural project of this new store has been conceived to general a low environmental impact. The existing structure has been respected, and a second life has been given to the floors, ceilings, lighting and installations. In addition, the interior coverings have been produced using biodegradable organic materials. In total, up to 70% of the materials have been reused in this project. The store will also feature the Committed Box concept, containers where customers can deposit clothing and footwear to give their garments a second life.
In the Metaverse with Miró, Tàpies and Barceló
To celebrate the opening of its flagship store on Fifth Avenue, Mango has created a collection of NFTs with the artworks of three acclaimed Spanish artists: Joan Miró, Antoni Tàpies and Miquel Barceló.
The new store on the New York avenue will, for ten days, become a physical, digital and virtual museum, offering customers of the brand a unique experience that unites art, fashion and technology. The store will house the physical works of the three acclaimed artists, together with screens displaying the NFTs. The collection is also displayed in the Decentraland Metaverse, making it the first time a brand has synchronised a physical, digital and virtual experience. Together with cryptoartists, Mango has reinterpreted two works by Miró (Oiseau Volant and Tête et Oiseau), two more by Tàpies (Ulls i Creu and Esgrafiats) and one work by Barceló (Dilatation), giving rise to five NFTs. In the interpretation of the works, the digital artists have incorporated various Mango garments from the collection currently available in the store. The five NFTs will be uploaded to the OpenSea platform, one of the leading marketplaces of non-fungible tokens, which use blockchain technology, but will not go on sale.
To develop the digital works, Mango collaborated with the artists Farkas (of Argentinian-Hungarian origin and based in Buenos Aires, who specialises in digital art) and Marcos Tamargas, one of the leading artists on the Spanish art scene, who since 2019 has been painting portraits of all the women who have received the Nobel prize. Furthermore, Mango has selected the La Frontera VR team to participate in the creation of an NFT to introduce Mango to the world of virtual art and the Metaverse.
Expansion Plan
The opening of the New York store is the starting point of the expansion plan Mango is promoting to consolidate its brand in the country. The group plans to open approximately thirty new stores in the next three years, especially in the south of the country, to bring the total to approximately 40 stores by 2024. The three year goal is that the United States will become one of the group’s top five markets in terms of sales. As well as the expansion of physical stores, the group will mainly promote its online activity, based at Mango.com and in marketplaces, the aim being that this will generate 70% of the business generated in the country.
Agreement with Parsons
In order to establish closer ties with the American fashion industry, Mango has signed an agreement with the Parsons School of Design, one of the world’s leading fashion schools. The aim of this agreement is to support the new generation of world leaders in the fields of design and retail through training scholarships. What is more, Mango will participate in the educational courses of Parsons (especially in the Fashion Management Program), by contributing its know-how and international experience of the fashion industry.
