By Cassidy Mantor, Fashion Network
As millennial women celebrate the 20th anniversary of Sex and the City, Sarah Jessica Parker's SJP Collection announced it will move into its first standalone NY location at the South Street Seaport later this year.
The brand made the announcement on Instagram, saying, "Sarah Jessica Parker will bring the first ever SJP Collection boutique to The Seaport District."
SJP Collection reopened its NY pop-up earlier this year after a successful first run during holiday 2017. Parker was famously seen in the pop-up on the sales floor helping customers try on shoes and taking in their feedback firsthand. She has previously praised the benefits of brick-and-mortar retail as an invaluable direct line to consumer insight.
The Seaport District is a $731-million neighborhood revitalization project in Lower Manhattan funded by the Howard Hughes Corp. Pier 17 already houses ESPN studios and the Heineken Riverdeck. Live Nation is the development's entertainment partner and has already confirmed free and paying shows to drive traffic. Artists booked to the venue include comedian Trevor Noah and icon Diana Ross.
SJP Collection's neighbors at the Seaport will include Cipriani's Mr. C Hotel which will open later this summer, as well as celebrity chef-run restaurants including David Chang’s Momofuku which will open later this fall. Other industry peers moving into the redevelopment include Scotch & Soda and 10 Corso Como.
The SJP Collection boutique is slated to open at the corner of South and Fulton Streets by early fall at the latest. Other SJP shops are located in Las Vegas and Dubai.
