One day, on a stroll Downtown…
Have you ever wandered the streets of the Meatpacking District in Manhattan?
During the daylight, it’s the place where your very-best-fun night out-shoes should make way for something starting with ‘Samba’ or ‘Hunter’ as it’s a sure bet at least one of your heels will get stuck in the cobblestones that cover the monochrome streets Downtown.
Downtown, the streets are a little wider, a little less bustling, giving an illusion of extra space, an openness, that momentarily distracts you from the very real grittiness of the place that goes through various cycles of cool/very cool/too cool/overrated depending on the time of day.
Downtown, you’ll see rows of storage crates piled high waiting to be unloaded or discarded. You’ll see big black Suburban’s with very blacked out (ie celebrity shielding) windows that seemingly appear then disappear into VIP entryways. You’ll see non descript warehouse doors that lead to multi million dollar lofts and those sidewalk cellar doors that will hurl you down to the pits of one of the latest ‘it’ restaurants if you aren’t watching where you are going. Amongst all that, you’ll also see little hints of (fashionable) sparkle that will catch your eye, ignite your curiosity and draw you in to explore more.
One such place is the fantastical sensory explosion that awaits inside the flagship DVF store on the corner of Washington and West 14th St. The HQ of the fashion label helmed by the inimitable, Belgian-born New Yorker, the one and only Diane Von Furstenberg.
The shiny beacon heralding the DVF HQ, corner of Washington St and West 14th Street, Manhattan, NYC
Sure, I’m a fan of the fashion but when you walk inside DVF HQ, your eyes wander to an area of the bottom level where there isn’t a single piece of clothing (let alone one of her famous wrap dresses) on display.
You see, the team at DVF have used (what appears to be) at least half of the lower level of the flagship space (and prime downtown real estate!) for a cleverly subtle and immersive brand ‘experience.’ It’s nothing techy, tricky or theatrical. It’s purely an elaborate magnification of the core aestehtics the DVF brand is known for. BOLD COLOUR and UNIQUE PATTERN. The most meticulously curated, boldest of bold colour and print combinations that the DVF label is famous for adorn every surface of the space. An expansive floor to ceiling clash with the brand’s signature ”Love x Live” statement lighting up the wall above a cheeky lip shaped couch. So simple really. But just one look inside this space and your dopamine and serotonin levels will shoot higher than the Chrysler Building.
I stood in the same spot admiring the artful installation for what seemed like forever (thanks to the kind staff who let me do so.) Then noticed to my left there was a note penned by founder, Diane, that shared the brand values of the business with whoever walked through the doors. She was inviting guests to be part of the DVF movement ‘INCHARGE.’ I wanted to move in right then. You can read her statement below.
The large scale brand values penned by Diane Von Furstenberg in the Manhattan HQ.
One of the many viewpoints in the colour explosion of the store.
That day, I didn’t actually buy anything from the store (I know, I know, but I just didn’t need a new dress in that moment and yep, I’m proud of the unexpected self control.) However, despite my hands being empty when I walked out the doors, my head (and camera roll) was filled to the brim with joyful inspiration having had one of the most memorable brand experiences I can remember. My heart was happy as I headed back out to the freezing chill of a winters afternoon in Manhattan, with a huge smile on my face.
It was my experience with the DVF brand, not an actual product that made me feel this way and created a really memorable connection.
Weeks later, with my feet firmly back in the 95% humidity of an Aussie summer, I’m still thinking about my visit to DVF that day. The brand is STILL top of mind. I’ve re-read both of the DVF books on my bookshelf (get them here) and can say I’m clearly (re) invested in this brand’s story. It just so happens that since that trip a few fun party invitations for some special occasions have come my way and my wardrobe could now do with a colourful new addition….
Guess where I’ll be starting my search…