Luxury stores and select specialty stores are known to pop a Champagne cork or two for top-tier shoppers on occasion.
While libations can lead to more indulgent spending, Nordstrom is serving up a new spin on its cocktails-infused concept. Thanks to a collaboration with the team behind the New York Cocktail Company and the Greenwich Village café Dante, Nordstrom NYC’s men’s store has debuted a speakeasy-inspired bar in the Clubhouse. Through November, shoppers can raise a glass or two while checking out the men’s brands on the store’s second floor.
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The pop-up is an extension of the Nordstrom and Dante partnership highlighted in the “Nordstrom for Everything New York” campaign, which celebrates Nordstrom as a destination for everything a New Yorker would need. Created by the New York-based agency Mojo Supermarket, the campaign was unveiled May 27. Along with Dante, the ads play up three other New York City destinations — the historic Apollo Theater in Harlem, the Upper West Side restaurant Barney Greengrass and Casa Magazines. The campaign, and the activations, are meant to not only raise awareness for these only-in-New-York businesses but also to drum up interest in the retailer’s flagship at West 57th and Broadway, which opened in October 2019.
The just-opened pop-up has been seeing a good amount of interest in NYCC’s ready-to-serve classic Negronis but browsers or buyers can also can enjoy NYCC’s Mezcalito, chocolate and espresso Negronis. There are also pick-me-ups from Dante like cheese and charcuterie boards, Marcona almonds and marinated olives. Having first welcomed diners in 1915 to its Greenwich Village eatery, Dante is a New York institution.
Linden Pride, owner of Dante and cofounder of NYCC, expressed excitement about the collaboration with Nordstrom. He conveyed via email the natural fit of the partnership, citing Nordstrom’s celebrated status in NYC and beyond. He was enthusiastic about bringing New York Cocktail Company and Dante to Nordstrom, anticipating it to be a delightful addition for those who savor cocktails and Negronis.
The Negroni, consisting of gin, vermouth, and Campari in equal measures, topped the list of the most-sold drinks in 2022. This was highlighted in Drinks International’s 2022 World’s Best-Selling Classic Cocktails list.
At the Nordstrom location, no reservations are necessary to enjoy the 300-square-foot space named New York Cocktail Company Presents Dante. Positioned near the men’s tailoring section, the setup offers a convenient stop. Though the staff’s advice may be free, the Negronis have a cost, ranging from $18 to $20. The Dante bar snacks are also available, priced between $7 and $47, depending on the portion size desired.
The relationship between department stores and alcoholic drinks goes way back. Even during the 1920s Prohibition era, when many liquor providers were shut down and speakeasies emerged, major retailers advertised cocktail shakers and related accessories in newspaper ads.
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