The American Dream in East Rutherford is opening a new luxury wing this September, the Meadowlands mega-mall announced on July 8.
Patrons will have access to the luxury brands and amenities typical of Fifth Avenue, including the posh department store Saks Fifth Avenue in Manhattan.
At its opening on Sept. 17, this 300,000 square-foot wing, called The Avenue, will have 20 stores that will later expand to upwards of 80 stores, according to a report by NJ Advance Media.
So far, the mall has gotten the sign-off from such high-end brands as Hermès, Saint Laurent, Tiffany & Co., Dolce & Gabbana and Mulberry, with plans for up to 10 more that could be announced in the next 30 days.
The wing will have upscale restaurants such as Carpaccio and champagne bar Brut, according to Forbes.
Its opening is meant to coincide with New York Fashion Week across the Hudson River, according to NorthJersey.com.
American Dream opened in October 2019 after a decade of fits and starts due to financial woes. Then, the onset of the COVID-19 pandemic cursed the site, and many tenants bowed out of their plans to fill the sprawling shopping and entertainment destination. The site features an indoor water park, amusement park and ski slope.
Other anchor tenants would have included Barneys, an FAO store and Lord & Taylor, but all three were pummeled by the pandemic and an abrupt shift to online retail.
“We are excited to bring our reimagined luxury experience to American Dream with a selection of prestigious brands and offerings unseen anywhere else in the state,” reads a statement from Don Ghermezian, president of American Dream. “The Avenue at American Dream builds on our premiere offerings, reinforcing American Dream’s position as a top entertainment and retail destination,” he said.
Other features such as the towering Ferris wheel, which offers birds eye viewed of the Manhattan skyline, will also open on Sept. 17, NJ Advance Media reported.