A MASSIVE hoarding around the planned Abercrombie Fitch (AF) store on Dublin’s College Green ensures that followers of the brand can only guess what awaits them when the new outlet opens for business in September.
One thing for certain is that the 27,000sq ft shop will have one of the most expensive fit-outs seen in the capital yet.
The US company is apparently spending more than €7 million on remodelling the one-time Bank of Ireland building which was previously occupied by Habitat. A range of bespoke furniture is being shipped in from the US to fit in with the customary dim lighting and loud music meant to create an upbeat atmosphere.
Larry Brennan of Savills, who negotiated the letting with A&F, says the fashion multiple is noted for offering shoppers “an all encompassing retail experience full of sound, visual merchandising and even appealing smells”.
The owners of the building, Paddy McKillen and Tony Leonard, have every reason to be happy with the A&F deal, which gives them an initial rent of about €750,000.
For that they will have to put up with the customary seductive and luring A&F advertisements such as the one on the College Green hoarding of a topless male model which has attracted so much attention in recent weeks.
Oh boy, the fun is only starting.
