Sanrio goes Luxe
NEW YORK — Remember when life was so simple, and all it took was a Hello Kitty digital watch with red and white grosgrain straps to get us all smiley and happy?
Recall how it went on for years, punctuated with more acquisitions — stuffed Hello Kitties, stationeries, pencils and pens, bags and lunch boxes, and that novelty toaster that was such a hit with the slumber party crew.
Then the Sanrio-crazed life ended. We grew up and equated happiness with buttery-soft leather bags, the softest cashmere cardigans and sparkly jewelry.
Like the childhood best friend that drifted away and came back to rekindle memories of a lost but fond friendship, the folks at Sanrio decided it was high time for Hello Kitty to reconnect with us once more. And this time, it looks like the friendship is for keeps.
With the opening of the first Sanrio Luxe concept boutique in touristy Times Square, expect a lot of reminiscing and pleasant surprises in store.
Instead of the usual cute trinkets and toys we all grew up with, Sanrio Luxe offers exclusive products along with limited-edition collaborations.
“This concept is especially for the professional woman who’s grown up with Hello Kitty, who has a strong emotional connection to the brand and wants Hello Kitty in her life, but perhaps in a more sophisticated way,” said Dave Marchi, brand manager at Sanrio, Inc.
The 1,200-square-foot space was designed by LA-based interior designer and Kelly Wearstler protégé Tracy Beckmann. The front half is devoted to specially selected products from Japan that are not readily available in the US. Items are displayed in black and white wall cabinets under frosty blue ceilings and delicate black crystal chandeliers.
Towards the back of the store are handbags and shoes from Italian design house Camomilla, couture apparel from Mabel Palacio, $200-plus cashmere women’s and children’s wear, silk scarves from Victoria Couture, and real diamond necklaces, bracelets and watches by Kimora Lee Simmons.
In the future, the store will offer more exclusive collaborations and limited-edition collections — from Fender electric guitars to vinyl and plush collectibles.
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Sanrio Luxe is on 233 West 42nd Street, NY
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In the Philippines Virgie Ramos will bring a Sanrio Luxe Store at Greenbelt 5. Watch for it.
