Nestled between the Lower East Side and Chinatown in Manhattan, influencers and foodies alike gather to make TikToks, drink local wines, and shop artisanal brands in a micro-neighborhood affectionately known as ‘Dimes Square.’ In Dimes Square, you’ll find some of the hottest new restaurants, trendiest bars, and highly-curated new brands all within a small area with copious outdoor seating. The area has become the backdrop for many viral TikToks, drawing large crowds of Gen-Z and millennials. Outside of the trendy restaurant and bar scene, the visual identity of Dimes Square has become instantly recognizable due to the crowd: creative-types equipped with beaded Susan Alexandra bags, oversized Our Legacy button ups, and even occasionally custom Bode jackets. The area and it’s residents have even become memes in greater media, allowing an interesting opportunity for brands to become a part of the joke and lean into the narrative. The rise of Dimes Square is similar to the boom of Manhattan’s Nolita during 2020, largely thanks to the Aime Leon Dore store. The rise of trendy micro-neighborhoods in downtown Manhattan show that the future of luxury is local: brands are making hyper-regional references to specific streets, inside-jokes about clientele, and even working with restaurants in particular areas. Localized Luxury is the future of branding.
Retail spaces are for more than retail
“People in general have an inherent need to feel they're part of something. This is what strong brands do. They create an identity, then a community, then a product, and then a world in which that product lives and is part of ... It's not enough to simply make a good product these days - you have to offer so much more.” - Emily Oberg, Founder of Sporty & Rich via HURS
Downtowns are epicenters of art & culture. In 1994, when Supreme started on Lafayette Street, there were no lines of customers like we see today. There were kids skateboarding, shooting dice, and blasting music outside the store. Prior to the Instagram and TikTok era, stores were not just retail spaces built for photo ops, but community gathering spots. We saw a return to this idea with the rise of Aime Leon Dore during 2020. The brand was already highly recognizable by its distinct typography and use of green, but once they opened their flagship store on Mulberry Street, they became a nebulous part of NYC’s DNA. The store was similar to a gallery experience containing highly curated interiors filled with objects of desire from across the world. They also had a cafe component next to the retail store that became instantly viral for its cappuccinos. Parisian-style tables and chairs lined the perimeter of the store, making it the ideal spot to catch up with friends, enjoy a cup of coffee, and get a perfectly framed photo. It brought a European touch to New York streetwear. For people outside of New York, owning a piece of clothing from Aime Leon Dore was a way to participate in this culture without physically being there. The clothing became a signal saying that you’re privy to downtown NYC culture. Becoming part of a city’s DNA is not an easy task. It starts with cultivating a strong community through branding and then building a product that reflects that ethos. A hyper-regional strategy is built for longevity.
Restaurants & Hotels are brands too
If you’re into fashion, there’s a high chance that you're also into wine or food. There are many overlapping interests based on design. Restaurants have a similar storytelling aspect to clothing brands. Chefs’ and restaurateurs’ stories are highly integral to communities.
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