By Cassell Ferere originally published on Forbes.com

With the launch of a new flagship, the luxury streetwear brand Billionaire Boys Club/Ice Cream opens its 5,000 square foot Miami, Florida flagship store at 2545 NW 3rd Avenue in the iconic and art-inspired Wynwood neighborhood. Celebrities like Flo Rida, David Beckham, Cruz Beckham, Trina, N.O.R.E., and music producer London On Da Track were in attendance to celebrate along with fans. BBC Ice Cream has been one of the prominent influences on streetwear, fashion, and culture since its founding in 2003, opening its first flagship in New York City’s Soho neighborhood in November of 2007.

A grand opening of the Miami brick-and-mortar this past Thursday, October 20, 2022, was the inauguration of the Billionaire Boys Club in the Wynwood neighborhood. Well overdue, Williams has made Miami his home for over a decade, recently opening the Goodtime Hotel with longtime friend and business partner David Grutman. The delay was mainly a curation that has been harmonious for Williams, mentioning the process with his “partners - just figuring out what was right and when the season was right for it. Now, it is what it is!”

“This [store] continues the legacy that we started. We went through a lot of growing pains, but we’re getting to a place where we are dialing in on the important aspects of what we represent,” says Williams of this sartorial moment. The new flagship store offers an immersive brand experience, with products and art installations to submerge customers in the mind of its founders Pharrell Williams and NIGO, who also founded the Japanese streetwear brand A Bathing Ape. 

Both creatives, Williams and Nigo, created a niche market within the gamut of streetwear that has influenced culture through the curated tastes of cultural artifacts. “I’m very grateful that we have the opportunity to bring our flagship store to Miami. It’s going to be a place where people can come in to get inspired by the mix of fashion, culture, art, and design,” says musician and fashion icon Pharrell Williams. 

“With the internet - it has homogenized so many things - fashion is everywhere. Fashion is in the darkest corners of the midwest. Fashion is in the coastal cities - all the way up where it’s cold. Fashion has always been a way of life. Its become so homogenized in some ways that are not so cool. In other ways, it’s really cool because it democratized everyone's ability to look fresh,” Williams describes of the fashion realm. 

Guests are encouraged to peruse and shop the Miami flagship among a feature array of exclusive collaborative products curated by the founder of French streetwear cult retailer Colette, Sarah Andelman, including Human Made, Comme des Garçons, Baggu, Bunny Shapiro, Krink, and Human race to name a few. The store’s mainstay brands will be available like Billionaire Boys Club, Ice Cream, Billionaire Girls Club, Bee Line, Human Made, Adidas, MEDICOM, Comme des Garçons PLAY, and more.

“We curated brands thinking of what would be the best to complete BBC and Ice Cream’s existing products and taking into consideration the Miami location and lifestyle,”

says Sarah Andelman. With the idea of an evolving retail space, Andelman points out,

“We kept in mind what Pharrell would personally like to find in the job and will regularly be refreshing and updating the selection for Special Events.”

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