John Varvatos ‘Rock is Dead’ Stunt Comes to the Bowery (aka CBGB)
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Rock is dead? That’s the question posed on the Bowery as of this week.
Fitting placement for this banner, no doubt a billboard for the John Varvatos store. Indeed, the ambiguous advert hangs from the facade of 315 Bowery, formerly the home of CBGB and CBGB Gallery (now a Patagonia surf shop). The upscale men’s boutique is locked behind plywood (“post no bills”), a likely ruse for some special performances.
It’s hype for a week of events, one source alleges. Everyone is hush-hush, including the SoHo Varvatos, which claims to know nothing about the placement. We do know that there were apparently some beer deliveries yesterday. “There’s definitely a party happening,” our tipster notes.
Meanwhile, they’re pushing the “rock is dead” query on the branded Snapchat account. Ready for an all-out blitz. That’s the only acknowledgement that Varvatos is behind the stunt.
Live shows would make sense, as that would be familiar territory for the brand which occupies the ten-year grave of CBGB. Varvatos opened at 315 Bowery in April 2008.