I Went to the American Dream Mall’s Luxury Shopping Wing on Opening Day — Here’s What I Thought

After months of pandemic-related headwinds, American Dream opened its luxury retail shopping wing on Friday. Dubbed “The Avenue,” the 300,000-square-foot plaza includes a slew of upscale shopping and dining experiences, with stores such as Dolce & Gabbana, Hermès, Saint Laurent and Mulberry. A 110,000-square-foot Saks Fifth Avenue serves as an anchor to the plaza and marks the retailer’s only location in New Jersey. For nearly two decades, financial and legal setbacks have delayed the opening of the $5 billion mall. The pandemic exacerbated existing issues and forced the mall to close in March, upsetting plans for a grand opening that month. The mall eventually reopened in October after an almost nine-month closure. The complex, which includes a Nickelodeon Universe theme park, an indoor ski slope, a ferris wheel and an indoor DreamWorks waterpark, also features 3 million square feet of retail, including the Avenue. “We have long waited to bring this glorious gem to New Jersey,” said American Dream chief creative officer Ken Downing, who led creative design across the mall. As more people return to in-person events, work and travel, the luxury sector is seeing strong signs of recovery. American Dream is banking on this comeback to fuel interest in its newly opened luxury

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