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Intermix Goes Hyper-Local for Its New Brooklyn Store

Mannequins from the Bowery store
Mannequins from the Bowery store

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Intermix is well on its way to open in Brooklyn. On November 7th 25th, the company will debut its first store in the borough at 140 Smith Street in Cobble Hill. Neighbors will include Lululemon, who opened at 166 Smith Street in June and Splendid, who opened on Court Street in September. (And let's not forget the impending J.Crew.)

The address previously belonged to Saul, the first gourmet restaurant to open in the neighborhood that has since relocated to the Brooklyn Museum. Saul essentially marked the beginning of the area's gentrification, and Intermix's upcoming opening brings that full circle. There's no doubt that other national retailers will continue to sign up for their piece of the pie.

The merchandise will include typical Intermix favorites, like Yigal Azrouël, Rag & Bone, 10 Crosby by Derek Lam, L'Agence, Ohne Titel, Helmut Lang, A.L.C., J Brand, Loeffler Randall, and more. As for the interior, the original exposed brick will remain, which will be joined by Intermix's black steel fixtures and distressed leather tabletops. Walls will be decorated by Brooklyn's Calico Wallpaper.

The store will also highlight a few local designers: Brooklyn designer Nadia Tarr's off-the-shoulder pantsuit is exclusive to the store, and Brooklyn artist Emily Noelle Lambert has designed a tote that will be given away to the first 250 shoppers on opening day. Oh, and Bergen Street ice cream shop Van Leeuwen will sell an "Intermix" flavor for a limited time: dark chocolate spice with pecan brittle.

Intermix's "Mix Pics" photos, shot by Jung Kim

The company has rounded up a handful of "notable female Brooklyn-ites" and photographed them at their local haunts. They include blogger Helena Glazer of Brooklyn Blonde, Marie Claire's Market Director Courtney Weinblatt, and Talk Stoop's host Cat Greenleaf (pictured above with her adorable bulldog, Gracie).

This isn't the first time Intermix has gotten hyper-neighborhood specific around a new opening: the Bowery store plays a special remixed soundtrack, which includes songs by The Clash. The merchandise also reflects the vibe of the neighborhood; when it opened, a sales associate warned that there wouldn't be any silk ruffled tank tops in stock.

Update: The opening date has moved to November 15th.
· Intermix's Bowery Store Will Be Followed by One in Brooklyn [Racked NY]
· National Retailers Clamoring For Their Slice of Cobble Hill [Racked NY]
· Intermix Bowery Plays The Clash, Doesn't Sell Ruffled Things [Racked NY]