Wilkes Bashford Begins Grand Revamp for an Unforgettable Townhouse-Style Shopping Experience

Wilkes Bashford, San Francisco’s premiere upscale clothing store for men and women, has unveiled details for the renovation of its iconic Union Square Store.  On November 3, 2011, the specialty retailer kicked off the renovation with a lively hard-hat party on the 7^th Floor penthouse, the soon-to-be stylish lounge area.

Guests at had the opportunity to view a sneak preview of the new design layout, while hearing remarks from Wilkes Bashford; members of the Mitchell Family of Stores, who acquired Wilkes Bashford in 2009; and Gensler, the San Francisco-based design firm partnered with Wilkes Bashford to design the refit.

Jack Mitchell, CEO of The Mitchells Family of Stores, explained the goal of the new redesign.  “Our goal is to enhance the overall shopping experience for all Wilkes Bashford customers while continuing, throughout the refit, to provide the exemplary, personalized service that is synonymous with Wilkes Bashford.”

The impressive new refit is based on a townhouse theme.  The revamped store will feature grand staircase that leads shoppers upward, while each of the seven levels will present shoppers with a distinct experience.

• The first level foyer will feature men’s shoes, a women’s jewelry department, and Loro Piana accessories.  A unique feature includes the cashier wrap that evokes a high-end kitchen.
• The Second floor will be a terrace/garden theme featuring Pratesi designs, women’s shoes, and handbags.
• The Third floor theme is an artist’s studio with a focus on women’s luxury lifestyle and Brunello Cucinelli and Loro Piana boutiques.
• The Fourth floor plan is a formal living room spotlighting women’s couture.
• The Fifth Floor plan is a stable concept featuring luxury sportswear for men, including Brunello Cucinelli and Loro Piana boutiques.
• The Sixth floor will feature a gentlemen’s library with men’s furnishings, suiting, and Ermenegildo Zegna boutique.
• The Seventh Floor penthouse level, reachable by a high-speed elevator, will feature Brioni and Kiton boutiques for men, a full bar, and VIP fitting rooms.

Jeff Henry, design director for Gensler, explained, “Our design creates a strong emotional connection to this illustrious history while bringing about a fresher and more contemporary look and feel that fully showcases all that Wilkes Bashford has to offer.”

The store will continue to be open during the refit, which is scheduled to be completed by November, 2012.

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