VUE

NJ native Jonathan Adler, these eyecatching structures are meant to bring out the idea of art meeting spectacle, and spectacle meeting luxury. This theme is reflected throughout The Avenue's interior decoration, which was also designed by Adler, from the large seats upholstered in velvet to the artworks to the high-fashion mannequins on display. By taking inspiration from classic styles such as art deco and 80s glamour, Adler was able to create a visually striking space that embodies a uniquely American sense of grandeur. All of this makes The Avenue something akin to a visual paradise for photographers, influencers, and regular visitors alike. American Dream has "Instagram moments" that are areas specifically designed for social media photography, scattered throughout its premises. But the Avenue takes it a step further, as all of it is, by design, an Instagram moment. The visual splendor of The Avenue is ultimately all window-dressing for the storefronts that line the wing's brightly lit hallways. The Avenue was conceived as the newest luxury shopping and dining destination, and eventually, most of the colorful murals that visitors now see will give way to some of the best-known high-end brands in the world. In fact, that is already happening. At the time of the ribbon-cutting ceremony in late September, there were only five stores open to the public, plus the high- end Italian restaurant, Carpaccio, on the second level. More stores have opened since then such as Anne Fontaine and Dolce&Gabbana, Johnny Was, and the famous French luxury goods manufacturer, Hermes. Mulberry, Tiffany&Co., Alexander Wang, and Yves Saint Laurent will be opening up branches at The Avenue soon. American Dream was designed to be a city within a city, offering everything from a Walgreens to a concert venue to a Hermes. Now, it has built its Fifth Avenue - rather literally, as this entire curated collection of world-renowned luxury brands was led by none other than Saks Fifth Avenue, the high-end department store chain most famous for its Midtown Manhattan location. The 110,000 square-foot Saks Fifth Avenue store is the crown jewel of The Avenue at American Dream. More stores have opened since then such as V U E N J .C O M 38

• Cover