Mango has opened a new flagship store on Manhattan’s Fifth Avenue. The new flagship store is near the famed Saks Fifth Avenue flagship, as well as tourist attraction Rockefeller Center. Clocking in at 23,000 square feet, the store’s location is 711 Fifth Avenue.
“The opening of the new flagship store is a major step forward in our strategic goals for international expansion and our distribution ecosystem, but all it is the first step to consolidate our brand presence in the United States, one of the most important markets in the world,” said Toni Ruiz, Mango’s CEO, in a statement.
The Grand Dame building, a historic building from the late 1920s that was formerly the headquarters of major companies including NBC, Columbia Pictures, and Coca-Cola, houses the new store. The new store houses men’s, women’s, and kids' collections. The store has opened with the latest spring/summer 2022 collections from the brand. On the one hand, this includes the formal line of the 90s-inspired capsule collection, full of on-trend colors such as yellow, green, and pink. On the other hand, it will also feature more ears relaxed and Mediterranean-style collections, including Visions of Summer, with linen and cotton fabrics.
The store design is low environmental impact. The existing space, which was previously the Polo Ralph Lauren flagship, reused the floors, ceilings, lighting, and installations. In addition, the interior coverings used biodegradable organic materials for their creation. In total, the store reused up to 70 percent of the previous materials for this store design. The new Mango flagship also features Committed Boxes or containers where customers can drop off clothing and footwear to give garments a second life.
To continue its commitment to sustainability, Mango has established four cross-departmental blocks that affect the activity of the entire company, from garment design and manufacturing to the logistics for the same and their selling channels, whether physical stores or online.
The new New York flagship is part of Mango’s global expansion plan. The company plans to open approximately 30 new stores in the next three years, especially in the southern parts of the U.S.A. to bring the total number of new stores to 40 by 2024.
Mango’s next big target is Florida, where it plans to open between four and five stores in 2022 and 2023 in cities including Miami, Boca Raton, Orlando, and Tampa. A new Lincoln Road store is set to open in Miami in July. Two new stores are also planned for Miami at Aventura Mall and Miami International Mall.
Future markets for new stores as part of Mango’s third phase of expansion include Georgia, Arizona, Texas, Nevada, and California. In 2021, Mango opened four new stores, specifically in Menlo Park and America in New Jersey, Roosevelt Field in New York, and Dadeland Mall in Miami.
To celebrate the opening of its flagship store on Fifth Avenue, Mango has created a collection of NFTs with the artworks of three acclaimed Spanish artists including Joan Miró, Antoni Tàpies, and Miquel Barceló. The new store on Fifth Avenue will, for eleven days, become a physical, digital, and virtual museum, offering customers experiential retail combining art, fashion, and technology.
Fifth Avenue will house the physical works of the three acclaimed artists, together with screens displaying the NFTs. The Metaverse will also play home to the collection, specifically at the coordinates 16.78 of the Decentraland Museum District, synchronizing a physical, digital, and virtual experience.
Together with different artists, Mango has reinterpreted two works by Miró (Oiseau volant vers le soleil and Tète et Oiseau), two more by Tàpies (Ulls i Creu and Esgrafiats), and one work by Barceló (Dilatation), giving life to five NFTs. In the interpretation of the works, the artists have incorporated various Mango garments from the collection currently available in the store.
As it did in March to celebrate Metaverse Fashion Week, Mango will display the five works in a virtual space in the Decentraland Museum District. In parallel, the five NFTs are being uploaded to the OpenSea platform, one of the leading marketplaces of non-fungible tokens, which use blockchain technology, but will not go on sale.
To develop the digital works, Mango collaborated with the artists Farkas (of Argentinian-Hungarian origin and based in Buenos Aires, who specializes in digital art) and Marcos Tamargas, one of the leading artists on the Spanish art scene, who since 2019 has been painting portraits of all the women who have received the Nobel prize, as well as Adri Bonsai, winner of the Goya for the best animated short film in 2018. In addition to the five artworks in NFT format, Mango has developed four new wearables (which will go on sale) and a POAP (Proof of Attendance Protocol), a type of NFT that accredits attendance at an event.