John Varvatos Enterprises is pleased to add its third John Varvatos Bowery NYC concept store to its growing roster of free-standing stores, bringing the grand total to ten. This latest incarnation is located at 1020 Lincoln Road, Miami Beach, Florida 33139. Inspired by the authentic vibe of the original Bowery boutique (housed in a space that once was the home of seminal underground music club CBGB’s), the new Bowery NYC is a subtle and sophisticated counterpoint to the standard glitz of South Beach.
Like the New York Bowery space, the 2200 square-foot South Beach boutique is a venue where fashion and music can live together. Since John Varvatos’ early days in Detroit, his exposure to the unique and edgy personal style of rock icons from Alice Cooper to The Who inspired the designer and influenced the evolution of his eclectic sensibility. The Bowery NYC concept is close to Varvatos’ heart and represents an opportunity to fully express his personal passions. The designer is excited about creating a new and special version of this concept specifically with Miami in mind and looks forward to bringing it to life in other locations equally steeped in culture and the arts.
“I have been looking for a location in Miami for my Bowery NYC concept for several years and we have finally found the perfect spot on Lincoln Road. Miami is a wonderful community with a great fashion spirit. That coupled with it being a travel hub/gateway to Western Europe and South America makes it a perfect fit. The John Varvatos brand is unquestionably American, yet embodies a global modern sophistication,” said Varvatos.
The new store offers all three John Varvatos brands (Collection, Star USA and Converse by John Varvatos) with a focus on Spring 2013 sportswear (i.e. leather moto style jackets, burnished suede shirt jackets and soft lightweight outerwear), leather and canvas footwear, accessories and leather goods. The product assortment will be edited to reflect the best of the best, with a slight rock ‘n’ roll edge, reminiscent of the 315 Bowery store in NYC. The majority of the season’s collections center on light layering pieces that are ideal for the warm weather, as well as the perfectly imperfect touches on garments that fit into the local South Beach lifestyle.
Varvatos partnered with the NYC-based architectural design firm Meyer Davis Studios Inc (MDSI) to design the Bowery NYC store in South Beach. This location showcases tall ceilings with a smoky mirror finish, exposed dark wood floors, rich textures, and a collection of 30+ black crystal chandeliers in the center of the room all stamped with Varvatos hallmarks of authenticity. An extensive offering of handcrafted rock-influenced jewelry and Ernst Benz by John Varvatos limited edition watches are displayed in a beautiful, custom-made case inspired by the design of an old industrial pharmacy cash wrap. This is painted black and further distressed to evoke an aged aesthetic. All clothing is hung on John Varvatos-designed custom fixtures throughout the store. 
The Varvatos team has infused this new location with the character and patina long associated with the brand. Found objects from Paris flea markets handpicked by Varvatos himself over the years include a mix of vintage and repurposed furniture. The walls feature familiar and unpublished work from the biggest names in rock ‘n’ roll photography, as well as rare intimate portraits and live performance shots of music greats from the 1960’s through current day including The Rolling Stones, Sex Pistols, Led Zeppelin, Bob Dylan and The Black Keys. In partnership with Rock Paper Photo, Varvatos has selected a collection of 50 images for the South Beach location – limited edition fine art prints, hand-signed by the photographers available for purchase – making it the largest photograph collection of any other John Varvatos store.
The overall effect is subtle, with a richly textured, rough-hewn elegance establishing John Varvatos as the next true retail destination in South Beach.
John Varvatos South Beach
Address: 1020 Lincoln Road, Miami Beach, FL 33139
Store Phone Number: (305) 674-7917
Hours: Sunday-Thursday 11:00AM – 9:00PM
Friday-Saturday 11:00AM – 10:00PM