The Ice Cream man comes to SoHo
Pharrell Williams is nothing if not literal. For his new bilevel SoHo shop—the first American location devoted to his Billionaire Boys Club and Ice Cream clothing lines—he and A Bathing Ape designer Nigo outfitted the 2,000-square-foot space with display freezers and giant cereal boxes (for the Ice Cream floor) and a planetarium-style ceiling (for the floor offering Billionaire Boys Club). He's even piping in the scent of fresh-baked waffles. "When you walk into an ice cream parlor, you don't necessarily smell the ice cream first," Williams explains. "You smell the cones." Just don't expect to find any real ice cream—Williams says he's lactose-intolerant.
Billionaire Boys Club and Ice Cream, 456 W. Broadway, NYC, (212) 777-2225, bbcicecream.com
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06:00:40 PM on
11/29/07
The Billionaire Boys Club / Ice Cream brand has been phenomenal, they continue to drive the future with growth and success. They have amazing ways of performing fun design aesthetics of a proper fashion collection. It's a wonderful brand!
06:00:40 PM on
11/29/07
waffles... i wonder if the feeling of hunger induces shopping at a clothing store the same way it does at the grocery store.
06:00:40 PM on
11/29/07
I think Pharrell's line "Billionaire Boys Club," is out of this world, except, I cannot afford it. :[
06:00:40 PM on
02/27/09
Great article, featured at http://www.bapenerd.com