Though the doors are actually open right now, Forever 21's new Fifth Avenue flagship officially opens tomorrow. Today's visitors will discover a store that is not quite ready with the top floor still closed to customers and plenty of frantic staffers buzzing about making placing merchandise and making other arrangements for tomorrow's opening. The will also see all the changes that the chain has made to the space from it's previous tenant H&M, which are basically none.
Aside from a coat of paint, the space is still indistinguishable from when it was Forever 21's fast fashion rival, right down to the men's section on the second floor. You might not even notice that the store changed at all from the outside. The reported five floors were obviously something of an exaggeration unless there is some hidden construction happening on the floors above. The layout is basically unchanged. It's not terribly surprising. The home of impossibly cheap trendy sportswear is not known for its extravagances. After all, they have to maintain those slender margins.
Even so, the chain will throw a party tomorrow morning to fête its prestigious new address tomorrow morning with a giveaways, hot chocolate, snacks, gift cards and tote bags for the first 500 people to line up in front of the store after 7:30 AM. At 9 AM, Pop Sensation Cody Simpson will cut the ribbon and perform no more or less than three songs at 9:45 for what is fairly likely to be an audience of screaming teenagers.
Proceed with caution.
After the showbiz excitement has faded, there will be a nail spa, photo booth, "festive" food and screen printing of limited edition tote bags for those F21 fans who must be there on the very first day.