Swarovski to open flagship location on Fifth Ave.

New York, NY Swarovski plans to open a flagship location on New York’s Fifth Ave., at 680 Fifth Ave. at the corner of 54^th St. The 14,000 s/f store will span two levels at the corner of 54^th St., with more than 150-ft. of double height wraparound exposure and frontage.

680 Fifth Ave. plans to immediately commence a repositioning and renovation at the building that will relocate the office lobby to 54^th St. from the Ave., and clad the building’s first three levels with a brand new façade, transforming the podium of the building into a world-class retail box. The store plans to open in 2023.

“Swarovski is going to be the anchor of the redevelopment at 680 that will improve the long-term viability of the office building well into the future. We are so pleased that they have chosen this location to showcase their Wonderlab concept, which is a new chapter for this well-established brand that dates to 1895,” said Roy Bajtel, principal at Valor Capital Partners, who manages the asset for the landlord and who will be overseeing the capital project to reposition the asset.

Laura Pomerantz and Steven Soutendijk of Cushman & Wakefield were the brokers on the long term-transaction and will be representing the building on its remaining space to lease just south of the Swarovski flagship store.