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Storefronting: John Varvatos Takes Union Square

Storefronting is Curbed's regular look at the changing retail scene, with an emphasis on how it impacts neighborhoods. Opening a store? See a store that's opening? Send the deets. We have a special place in our hearts for those who also include digital photos.

The ply is down, and G.Q.'s 2007 "Designer of the Year" John Varvatos' 6,500 square foot store at 152 Geary Street is up; its recent opening market the second in a week, as a New York outpost also took over the former CBGB's, in the Bowery. (Sob.) The building opens on to both Maiden Lane and Geary Street— a very, hmmm ... Baroque-sounding press release describes it as having an "unmistakable and artfully calibrated balance between industrial and handcrafted, American and International, rock
& roll and refinement." Says the Varvatos: “We want
our new store in San Francisco to feel as if it has been on Geary Street for
ages. I always think about the community when I am designing a boutique.
It is important to me that the aesthetic of the neighborhood is respected by
new businesses coming into the area.” Someone did his homework on the San Francisco NIMBY aesthetic now, didn't he?
· Storefronting: Union Square Mega Retail Edition [Curbed SF]