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Truly Tragic: The Hilfiger Denim Store in Soho

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The Hilfiger Denim store that's just opened in Soho at 500 Broadway between Broome and Spring Sts (formerly home to Mexx) sounds completely awful. WWD describes it thusly:

The space at 500 Broadway grooves to a disco beat, a theme chosen because the denim customer is "more youthful, edgier and a little hipper," [U.S. Brand director Michael] Arts said. Disco balls dangle from the ceiling, and the floors, columns and ceiling are painted black. There are black leather rugs and the 300-square-foot cash wrap is designed to look like a bar, covered in black leather and with acrylic bar stools. All that's missing are velvet ropes outside.
Okay, so let's get this straight. Tommy Hilfiger has just opened a fancy schmantzy, opulent women's store on Bleecker Street in the West Village—and now he's gone and done a 180 and opened a tacky denim hub on Broadway? He's certainly trying to juggle a lot of balls here. According to the brand's chief executive officer, Hilfiger's going full steam ahead with this, as he plans on opening more '...stores exclusively offering Hilfiger Denim, stores offering only sportswear and...stores offering only women's wear and children's wear.' Soon, there will be a Hilfiger store for every type of customer! What a future.
· Hilfiger Denim Paves Road to Retail [WWD, subscription req]

Photo of a Hilfiger Denim store in Amsterdam via Flickr/thaisie