What does it take to get customers off their couches and into a physical store to shop? According to Barneys, it’s simple. You just need live butterflies and a roller rink. Though it’s a bit more complicated than that, Barneys, in partnership with Highsnobiety, put together The Drop event to entice shoppers into the store and to help bring back the enthusiasm of in-store purchasing. After a successful debut last October in New York, the LA version rolled out, literally, this past weekend at Barneys, New York in Beverly Hills.
This free, completely open to the public, event featured a Gucci roller rink with live skate demonstrations and skate rentals, a Prada Pachinko Parlor, a NASA-inspried Heron Preston installation, the FILA pizzeria, a Brikenstock park complete with Moon Juice, a live butterfly bar for fine jewelry, guest DJs, live music, product customizations, screen printing, tattoos, piercings, manicures and a Balenciaga raffle to benefit charity.
The weekend also included panel discussions on topics like the deeper meaning of luxury with Preston Heron, personal appearances by Jerry Lorenzo of Fear of God, Jeremy Scott of Moschino and Greg Lauren to name but a few. Add in some gluten free versions of Twinkies and Hostess Cupcake clones and you have an immersive weekend of shopping and entertainment, Beverly Hills style.