April 16, 2015 – Detroit, MI – John Varvatos celebrated the opening of his anticipated Detroit store in classic JV fashion: with a star-studded black carpet arrival and rock star-worthy VIP party, featuring a special live performance by legendary rock musician and Detroit native, Alice Cooper. Hosted by the brand, and in partnership with Dan Gilbert and his Bedrock Real Estate Services firm, the event welcomed over 600 guests and friends of the brand to experience an authentic rock show that celebrated fashion, music, and especially Detroit.
A-list guests and personalities included John Varvatos, Alice Cooper, Justin Verlander (Detroit Tigers), Kate Upton (Model/Actress), Michael Bolton (Singer/Songwriter), Al Gardner (President and CEO, Chrysler brand), Olivier Francois (CMO/FCA-Global), Dan Gilbert (Founder, Bedrock Real Estate Services and Quicken Loans), Nate Forbes (Managing Partner, The Forbes Company), Jim Ketai (Managing Partner and CEO, Bedrock Real Estate Services), Dan Mullen (Vice President of Leasing and Development, Bedrock Real Estate Services), Nicole Curtis (TV Personality), Dwele (R&B and soul singer-songwriter and producer), Eric Ebron (Detroit Lions), Chris Chelios (NHL Hall of Famer), Devin Gardner (NFL Prospect), and Mojo In the Morning (Hosts: Thomas “Mojo” Carballo; Shannon Murphy; Spike).
Before Alice Cooper took the stage for a history-making performance, John Varvatos welcomed the crowd, thanking them for supporting this newest expansion of the JV empire. He recognized and acknowledged the fighting spirit and irrepressible passion of the people of Detroit. He stated, “For me, this is more than a store opening celebration. It’s a kickoff celebration of things to come to the city of Detroit. The future is bright and it’s just the beginning!”
In his notorious high-impact, shock rock style, Alice Cooper provided an unforgettable show that left party guests screaming for and wanting more. The set featured a lineup of his classic crowd-pleasing songs including: “Nice Guy”, “Wheels”, “Billion Dollar Babies”, “Be My Lover”, “Lost in America”, “Dirty Diamond”, “Bite Your Face Off”, “Brown Sugar”, “Break on Thru”, “Foxy”, “My Generation”, “18”, “Poison”, and “School’s Out”. After the performance, Alice Cooper stated, “It’s great to be back in Detroit rocking out with John Varvatos.”
“Tonight’s event celebrating the opening of the new John Varvatos store represented all the truly great qualities of Detroit coming together in one incredible evening,” said Al Gardner, President and CEO of Chrysler brand, FCA US LLC. “The Chrysler brand has a long-standing partnership with John Varvatos that has evolved over the years, so when he asked us to be a part of this event taking place in our own backyard, we immediately said ‘yes.’ The evening did not disappoint – from the music to the fashion to showing off our latest Chrysler 300 on the black carpet – it was an evening filled with Detroit style and pride.”
Dan Gilbert, founder of Bedrock Real Estate Services and partner with Mr. Varvatos in opening the John Varvatos Detroit store said, “The John Varvatos homecoming event lit up Woodward Avenue in true Detroit style with another hometown legend, Alice Cooper’s electrifying performance in front of a fashion-forward crowd. The immeasurable energy felt in the store solidified that the arrival of JV’s iconic fashion and rock n’ roll brand in downtown Detroit is truly destined for success. With construction well underway for the M-1 RAIL along the Woodward Corridor, combined with the rapid growth of retail, restaurants and tech companies opening in downtown Detroit, a grand celebration such as this one is the first of many more to come to Detroiters.”
To ensure a VIP experience was had by all guests, the streets of downtown Detroit were closed and a specially designed black “red carpet” arrival and step-and-repeat façade was constructed. Decorated with a customized vinyl covering created by Fathead, the most dominant brand in graphic décor, the structure also featured a special greeting from Chrysler that reads “Chrysler Welcomes John Varvatos to the Motor City”.
Housed in a historic brownstone at 1500 Woodward Avenue, owned and managed by Bedrock Real Estate Services, the new John Varvatos store represents a homecoming for John himself, who was born and raised in Detroit. With more than 4,600 square feet on two levels, the store will offer the full product breadth of John Varvatos menswear including John Varvatos Collection, John Varvatos Star USA and Converse by John Varvatos. This location – the brand’s first Midwest store – will undoubtedly play a significant role in the city’s ongoing resurgence and will provide a unique and exciting shopping destination for the entire region