Debuting at the Forum Shops at Caesars Palace, the 2,000-square-foot store builds on the company’s 2002 launch of the Playboy Tokyo fashion boutique and specialty stores in the United States, Asia and Europe.
Unlike traditional retailers, every detail of the Playboy Concept Boutique is inspired by the brand’s iconography, from a pebble countertop styled after the Playboy mansion grotto to chairs molded after the famed rabbit-ear logo.
“The whole concept is Playboy, from the architecture to the fixtures to the memorabilia,” Linda Marsicano of Playboy corporate communications told XBiz. “Everything about the store reflects Playboy’s sophisticated brand. It’s decorated with items that scream ‘Playboy.’”
The store, which is owned and operated under lease by the Waikiki Trader Group, will carry the full range of Playboy product offerings. A stand-alone area will house both the “playful” Pink Label and the more sophisticated White Label lingerie collections.
Fans and enthusiasts also can purchase artifacts from the playboy archives, including founder Hugh Hefner’s pipe and slippers and vintage bunny costumes.
As for the location, Las Vegas was a natural fit based on the “glamour, sexiness, style and fun” associated with both the company and the city, according to Christie Hefner, chairman and CEO.
“Playboy strategically selected the Forum Shops at Caesars in Las Vegas to debut our first U. S. store because it is one of the most successful retail shopping destinations in the world, in one of the most visited cities in the world,” Hefner said.
Marsicano told XBiz that the Caesars Palace store will be used as a template for future Playboy retail locations, including a Melbourne, Australia, store slated for Fall 2005 launch. The company also will open a second Las Vegas store in the Palms Casino Resort in early 2006.
