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(Photo: Ben Ritter/Courtesy of Bloomingdale's) |
The reimagining of the Bway, Bloomingdale’s bustling, black-and-white-checkered cosmetics floor—all 25,400 square feet of it—was officially unveiled last week, with widened aisles (“We’ve eliminated ‘butt-brush,’ ” says Jack Hruska, the store’s executive vice-president for creative services) and a soothingly linear floor plan. Now browsing the brand-new, glossy, high-tech shops—with their video screens or, in the case of Clinique, ticker tape—is simultaneously stimulating and easy. Each brand, including six newcomers like Giorgio Armani and bumble & bumble, has taken the shopping-as-theater concept to heart. Clarins has two open-air treatment chairs; Chanel has incorporated a stage into its glossy black space (1000 Third Ave., at 59th St.; 212-705-2000).
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