Pharrell Williams is opening another one of his luxury streetwear brand clothing stores; this time it is in Miami.
Oct. 20 is the grand opening of the second American location of Williams’ hip clothing line and store, Billionaire Boys Club (BBC) ICECREAM, and it is coming to Miami’s Wynwood art district, featuring local and global artists that reflect the Miami scenery.
BBC ICECREAM, founded by Williams and Japanese fashion designer Nigo in 2003, has already been established in New York’s SOHO district, another artist and fashion-driven community.
According to the website, the brand and Pharrell’s aspirational motto is “Wealth is of the heart and mind. Not the pocket.”
Miami, Here Comes Pharrell
The NYC opening was on Nov. 28, 2007. It is a linear space with a modern white “canvas” look. Williams, whose net worth is estimated to be $250 million, has something different planned for Miami.
The Miami location is reportedly designed by a New York-based design team called Snarkitecture. They are delivering a new look for the 5,000-square-foot marketplace, utilizing recycled plastics, glass, and wood panels, inspired by Everglades National Park in the Miami-Dade area.
Another distinction between the Miami and New York is the new location will feature “exclusive collaborative clothing” and will have other brands including Human Made, Comme des Garçons, Bamford, Krink, and Humanrace. The store will welcome artists to work and show off their creations.
“We wanted to create an immersive space where our community and BBC family could come in and experience our world,” Williams told Vibe. “Miami is at the mecca of fashion and culture, and it felt right to have our flagship store there right in the heart of the Art district.”
“We’ve been planning to do this for a while. We had to make sure it was the right time and that we could have the artists and collaborators we love and admire to come and work with us on building out this space, and we’re grateful it’s finally happening.”
BBC ICECREAM is not a traditional retail place to shop for clothes. Its goal is to generate social engagement and give the impression of being a gallery place and shopping center.
“The goal is to create an experience. We didn’t want a store where you come in, buy clothes and leave,” Williams said. “The flagship store serves as a space where art, culture, fashion, and streetwear come together to immerse the public into our world so that when they leave the space, they’ll feel like they experienced something and are better for it.”
As Finurah previously reported, there is a European flagship store in Soho, London, as well as a store in Tokyo, Japan.
