Menswear designer John Varvatos has announced plans to open his 10th freestanding store in Las Vegas, with a performance by legendary rockers Cheap Trick to kick off the opening.

The 3,000-sq.-foot store, modeled after the Bowery NYC concept store, will be located inside the newly renovated Hard Rock Hotel & Casino.

“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,” said Varvatos of the store, which features a stage similar to the one in the Bowery store, with top-of-the-line gear such as a backline by Gibson Guitars, Marshall amplifiers, Yamaha drums and Zildjian cymbals.

The company adds that the stage and equipment will be used not only for planned events like the opening party, but also for impromptu jam sessions from visiting rockers, stars and shoppers alike.

In addition to stocking all three John Varvatos brands (Collection, Star USA and Converse), the store will be the exclusive Nevada dealer of James Trussart guitars. Made from custom shaped metals, the high-end guitars are favorites of well-known collectors such as Billy Gibbons of ZZ-Top, Joe Perry of Aerosmith, and Rick Neilson of Cheap Trick.

Varvatos and his team have in the meantime infused the store with the character and patina long associated with the brand. Found objects from Paris flea markets handpicked by Varvatos include enormous blackened steel doors and a gigantic factory fan transformed into a table top; vintage smoky mirrors and chandeliers; and industrial stage lights. Walls will feature only the rarest of show posters, while a 30-ft. video wall will play host to the most iconic rock videos of all time, in addition to being a background for live performances through various camera angles and multimedia light shows.

—TY