The Row's New Section in Bergdorf Goodman Is Barely Distinguishable

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Ahead of The Row's first New York City store (last estimated to open in early 2016) comes what's been described as a "penthouse-like" set-up inside Bergdorf Goodman in the rebranded "Modernists" section of the sixth floor part of the department store's BG2020 renovation plans. But a first glance at the new section in a WWD report, there doesn't seem much of a difference at all between the Olsen twins' shop-in-shop and that of other designers.

"It was really important to create a clear contemporary envelope and allow designers room for some individual expression in the large perimeter shops," Bergdorf president Joshua Schulman explained. When it came to The Row, "they have created a unique environment to anchor the sixth floor" with a concrete floor and vintage furniture, Schulman said. "They have a fine eye for furniture and interiors."

But author David Moin really said it best when he wrote that "designers have been given freedom of expression in creating their own shops — although not too much."

What is noticeably different on this floor — where customers can find Marni, Brunello Cucinelli, Derek Lam, Burberry, Donna Karan, Narciso Rodriguez, and more — is the natural light: Several windows up here were uncovered to reveal views of Central Park and Fifth Avenue. There's also the debut of The Lab, which features labels that are brand new or recently introduced to the department store. Right now, that includes Adam Lippes, Baja East, Maiyet, and Zero + Maria Cornejo, among others.

The next major change coming to Bergdorf's will hit the jewelry department on the main floor and is expected to land in time for holiday shopping. "In the months ahead, you will start seeing a lot more progress," Schulman said.