Mall of America is opening a new multi-brand retail concept that will bring in some hip, high profile brands that have eluded it, including North Loop darling Askov Finlayson, West Elm LOCAL, and Todd Snyder + Champion. The new concept is called Debut, and it will make its debut in the new north wing of the mall on Nov. 16 (which is rumored to be the same day neighboring store Zara will open, although the cagy European retailer has yet to confirm that).
Debut is not a pop-up, rather, intended to be a permanent space at the mall that will evolve throughout the year, featuring a rotating assortment of brands and goods.
“Debut gives us the opportunity to showcase new retail brands, many that are consistently requested from our guests,” says Liz McLay, the mall’s senior vice president of leasing. “The space will feature a dynamic rotation of pop-up shops and conveniently allow guests to shop a variety of merchandise within a cohesive shopping experience. “
The 2,500 square foot Debut will open with nine brands, all with a focus on craftsmanship and heritage, and the sort of aesthetic you’d expect to find in SOHO, or the North Loop—less so, the mall. They include Woolrich, Shepherd of Sweden, Fisher and Baker, Pomegranate, BillyKirk— the New York-based leather goods brand started by two brothers from Woodbury, and Laurel Way, the new jewelry collection by local artist and entrepreneur Pam Mondale.
As the mall continues its quest to offer luxury retail, there’s no doubt other discriminating brands will be watching to see if Debut can connect with Mall of America shoppers. Debut's neighbors include TOMS and Anthropologie, which just opened on the first level of the new wing anchored by J.W. Marriott. Rustica will soon open its new Cookies & Creamery concept across from Zara. Spaces are still available on all three levels of the wing, which opened more than a year ago.