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Victoria's Secret Store Redesign

Fab Flash: Victoria's Secret Gets a Chic Facelift

Out with the old and in with the new. Victoria's Secret is gearing up to show off its sophisticated side with the launch of a new store redesign. Inspired by a jewel box, the new exterior of Victoria's Secret will embody a upscale feel using laminated glass panels, smaller windows, crystals and stainless steel. In other words, it will be far more demure than its current stagey windows. Take a look at a rendering of the new store below.

The store's interior will be updated as well. It will look more "upscale, luxurious, and very feminine," said Inga Kruliene, a principal of Callison, the architectural design firm that is collaborating with Victoria’s Secret on the project. Compared with older schematic of pinks and red, the new interior will showcase a romantic black and white theme. The redesign will debut at the new flagship location in the Upper East Side of Manhattan come November. Plans to upgrade all Victoria's Secret stores are yet to be decided. What do you think about this sophisticated direction for VS, who's normally associated with in-your-face sexiness?


Join The Conversation
ElleDoll ElleDoll 8 years
I like it. I like the concept too. It takes VS out of the mass production realm and into something that feels a little more exclusive.
CAgirl25 CAgirl25 8 years
I like the new look. It looks sophisticated and who says sophistication can't be sexy? ... as long as they don't increase the price on those undies because of this design change.
snarkypants snarkypants 8 years
still won't make me want to shop there!
leeluvfashion leeluvfashion 8 years
If that is what the remodel will look like, well I think it looks hideous. Very tacky. I agree that the store needs an redesign however I hate what I see above.
Glittersniffer Glittersniffer 8 years
Demure, VS, and crystals in the same article...oy.
beautyandbeast42 beautyandbeast42 8 years
it looks like a strip know, peep show windows but nothing that looks inside. creepy
Karen0193 Karen0193 8 years
*been described* sorry
Karen0193 Karen0193 8 years
well, i think a change will go really good!... but that pic isnt as cool as its described!!
shannydoots shannydoots 8 years
I want to like this, I really do, but this looks insanely out of place in the middle of NYC. Maybe it would look better in LA? I don't know, it looks too futuristic and the placement of the (too few) windows is really random. Thumbs down for sure.
Cali2747 Cali2747 8 years
Yikes!! I can't quite figure out how to describe this, but I swear I saw a 20/20 special once about the European sex trade that had girls dancing in porn sore windows that looked FREAKISHLY similar to this. (I can't be the only 20 something that stayed up past my bedtime on Friday nights after TGIF to watch all the specials on 20/20 with Babs and Huge) Plus TOTALLY unrealistic to have a door into the store on only one side. I do like the front, I like the recessed door and the arch, but... I don't know. Not a fan. And i agree, Olive: isn't spending $50.00 for one lacy bra (which, let's honest ladies is only going to be on for about 5 minutes) enough?
oliveoyle625 oliveoyle625 8 years
it's nice, but does that mean we will see an increase in their price points too?
Talldiva45 Talldiva45 8 years
Everything needs to change I guess - have to be innovative in todays times. It will be interesting to see how/if they transform the stores in the malls like the ones I shop in?!
daddio49 daddio49 8 years
I will have to see it in person to judge - but it kind of looks ugly. Its going to be right near my office - they have been working on it for almost 9 months!!
lilCROAT03 lilCROAT03 8 years
it's less cheesy more couture this way...even tho it's no la perla!
tweet-hotpants tweet-hotpants 8 years
love it! it has more romance vs overt sexuality.
soapbox soapbox 8 years
Aww, I used to love the girly pink theme. But I'm very excited about seeing all the changes!
esthersim esthersim 8 years
I really like it! I think its different and unique~
carhornsinapril carhornsinapril 8 years
yikes, i think it's hideous. i do like the idea of a switch to a black & white color scheme, though. but that exterior in herald square? ick.
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