AT THE preview of the new Arnotts Project yesterday in Dublin’s Jervis centre, everybody was talking about square feet.
Not in the footwear sense, but in descriptions of the scale of the huge space, formerly Debenhams, that now houses the “youth-focused” new Arnotts lifestyle store.
“There isn’t a store in Ireland like this,” said Deirdre Devaney, director of fashion and beauty. “It is 90,000 square feet dedicated entirely to targeting an audience of 15-41 year olds. It’s the same vibe as Top Shop in London.”
Spanning four floors, it is certainly an eye-opening change from its previous department store format.
Bright, airy, spacious and colourful, the first floor houses popular fashion brands like Fornarina, Sisley, Karen Millen and Warehouse along with new labels from Denmark and Holland. Cosmetics and accessories cover the ground floor. “You can’t have boutique-style buying with a store this size, so exclusivity isn’t a key priority for us.We want to attract as wide an audience as possible,” explained Ms Devaney. There is a warehouse feeling throughout, particularly in the 30,000sq ft lower ground floor, the biggest area of all, specifically aimed at young, hip urbanites.
With utilitarian dark walls and graffiti by Irish artist Maser, clothing labels like Diesel and the zany Desigual from Barcelona reflect the targeted age group.
DJs and aspirant DJs will be invited in-store at weekends.
Upstairs on the second floor, homewares and gifts are equally colourful while on the first floor the newest L’Officina Dunne Crescenzi 100-seater restaurant has a wine bar and small retail area along the lines of its Kildare Village outlet.
New Zealand electro rocker Ladyhawke will open the Arnotts Project at a private party tonight.