When you’re opening your largest store to date, it only makes sense to go big or go home. Express, the retail apparel chain that offers a mix of sleek work basics and sexy-meets-stylish casualwear did just that last week. To officially celebrate the launch of their Times Square, New York City location, the store hosted a massive party complete with models, mayhem and a performance by Robin Thicke.
While the bustling Times Square strip became even more busy (fans were lined up hours before the event began, hoping to sneak in for the VIP pre-party mingle) Thicke conducted media interviews on the second floor of the three-story Express. Guests sipped on cocktails and glass straw-adorned bottles of Fiji water, while not-so-subtly sneaking a peek at the singer, who was without his signature shades. (Don’t worry: once the performance started they were back on!) Those less inclined to participate in some light celebrity stalking indulged in shopping, as New York’s almost-spring weather was a perfect match for the breezy dresses, embellished tops and statement accessories on display in the store.
And speaking of displays, what makes this Express location stand out from the rest is its impressive number of digital screens. After all: this is Times Square we’re talking about. Outside, the store has a neck-craning LED billboard, which is, according to Express CEO, Michael Weiss “the biggest and highest-definition billboard in the whole of Times Square.” Inside, there are more flashy displays to be had and at the party they were all rolling footage of recent Express fashion shows. Which led to perhaps our favourite moment of the night: watching Express models watch themselves on on the digital screens, daring each other to take selfies when their turn on the runway was played. You can’t even make something like that up!
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