Sports arenas turn to luxury fashion - wwd<

In November, UBS Arena in Belmont . Park, home of the NHL New York Islanders franchise, unveiled the first installment of a $2 billion renovation that includes an Islanders team store sold by Paul Price, formerly of Burberry, featuring products up to 'at $1,500.

The next day, Sports & Entertainment Monument, owner of the NBA Washington Wizards franchise, has appointed designer Brett Johnson as creative director, a role that will include designing wardrobes for the Wizards team, fan merchandise and creating experiences that go beyond watching games and concerts. .

UBS and Monumental are two examples of large-scale sites entering the luxury sector to enhance their overall experience.

Scott Malkin, founder of Value Retail and owner of New York Islanders, said the company will begin building Belmont Park Village, a network of upscale branded stores, in the first quarter of 2022, scheduled to open early 2024. Belmont Park, when completed, will house an arena, shopping center and 4-star boutique hotel.

Johnson said he couldn't divulge in depth what he was developing for Monumental, but said he wanted the experience to be "feasible, desirable and accessible to everyone".

"I think the problem, especially with the NBA, is that it's an 82-game season with 41 home games," Johnson explained. “Teams in medium to small markets are thinking about how we can engage a different audience to get fans off the couches and into the stadium and give them an experience they don't have. can be obtained anywhere else?

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Johnson said he suggested installing chandeliers throughout the arena lounge to create a new setting and shared the idea of ​​opening a lounge where guests could host events and parties. spare.

"While talking to a good friend who is a stadium sponsor, I mentioned the bar/lounge we had planned and he said it made him want to go - and that's a season ticket holder who doesn't go to a single game," Johnson said. "To change his point of view, I think there is a lot to be said."

Arenas have struggled during the lockdown as they are unable to host sporting events or concerts – although a few have been temporarily converted into voting centers and COVID testing sites or immunization -19. "The Atlanta Falcons are the champions of that," Johnson said.

However, arenas are starting to find ways to up their game and chic fashion looks are an answer - at least for UBS and Monumental.

Value Retail has hired Price and a number of brand veterans such as Gucci, Zegna and La Rinascente. Johnson makes luxury menswear that costs more than $5,600 for a cashmere-trimmed fleece jacket. He said in November that he was looking for a watchmaking partner for Wizards. Its goal is to help players accumulate assets after the end of their professional career, including jewelry and watches, and wants guests in the arena to learn crafting skills. effects of these products.

"Not everyone is likely to see or be exposed to these things on a daily basis," Johnson added. “If you approach a new generation and they see these things and learn about them, you get a different perspective. I want people to feel a different emotion when entering an arena.