Hey, who knew this was happening?
Hollister opened the doors of it's new Fifth Avenue store today, its second in Manhattan, and, as if corporately mandated, there is indeed a line of anxious customers outside waiting to get in.
The shirtless models are safely tucked away behind plate glass at this location, which makes something of a window display of the Jason Stackhouse lookalike greeting customers as they walk through the door (Helpful hint: anyone without a shirt on will gladly pose for a picture. In fact, they'll start posing as soon as they see you pulling out the camera. Just so you know...). There are no real surprises at this branch of the chain. Corporate retail replication is in full effect here. You will be greeted with clouds of noxious Hollister fragrance and an endless yet cheery chorus of "Hey! Whatsup!" the minute you enter, and the store is even more dark and mazelike than its much larger SoHo counterpart. The Shophound could barely round a corner in some of those cramped rooms without getting slapped in the face by a potted palm. We fully expect that the place will be completely impenetrable between Thanksgiving and New Year's Day. One difference is that the store's signature live feed of the Pacific Ocean is shown on video screens that make up the storefront, a striking effect that gives the slack jawed tourists waiting in line something soothing to look at. Welcome to New York —Have a look at California.
Hollister 666 Fifth Avenue between 52nd & 53rd Streets, Midtown