Curated News
By: NewsRamp Editorial Staff
August 20, 2025
Luxury Barberino's Opens Flagship at Rockefeller Center, Brokered by AM-PS
TLDR
- Barberino's secures a strategic 10-year lease at Rockefeller Center, positioning it as the premier luxury men's grooming brand in New York City's most iconic retail location.
- Alvarez & Marsal Property Solutions brokered Barberino's 645-square-foot lease at 55 West 49th Street, featuring three barber chairs and premium grooming services opening this fall.
- Barberino's human-centered grooming experience at Rockefeller Center fosters authentic relationships and community in an increasingly digital world, enhancing urban social connections.
- Italian luxury barbershop Barberino's brings its signature green decor and premium grooming traditions to Rockefeller Center, expanding its global presence from Milan to New York.
Impact - Why it Matters
This development matters because it represents the growing trend of experiential retail in prime urban locations, signaling a shift away from purely digital commerce toward physical spaces that foster community and authentic human interaction. For consumers, it means access to premium grooming services in iconic settings, while for the commercial real estate market, it demonstrates continued demand for high-quality retail tenants in landmark properties. The expansion of European luxury brands into major US markets like New York City also reflects broader economic and cultural exchange, potentially influencing grooming standards and retail expectations. Additionally, successful brokerage transactions like this one between AM-PS and Tishman Speyer indicate healthy activity in commercial real estate despite economic uncertainties.
Summary
Alvarez & Marsal Property Solutions (AM-PS), a fully integrated real estate advisory firm, has successfully brokered a significant 10-year lease agreement for luxury Italian barbershop and grooming brand Barberino's at 55 West 49th Street within the iconic 30 Rockefeller Plaza. This strategic move establishes Barberino's second U.S. location and serves as their New York City flagship store, occupying 645 square feet in the landmark Midtown property. The transaction involved key players including Scott Schuster of Schuster Group Inc. and Lucas Kooyman of AM-PS representing Barberino's, while Tishman Speyer, the property owner, was represented in-house by Reed Zukerman.
Barberino's, founded in Italy with 18 shops across major cities including Milan, Turin, and Rome, brings its elevated approach to men's haircare, skincare, and grooming to one of New York's most prestigious addresses. The new Rockefeller Center location will feature three barber chairs offering tailored wellness services including haircuts, shaves, beard trims, shampooing, and hot towel services, complemented by their full line of in-house products and curated high-end brand partnerships. Michele Callegari, co-founder and CEO of Barberino's, emphasized that this premium grooming experience addresses the growing need for human-centered, authentic encounters in an increasingly digital world, fostering real relationships and a sense of belonging.
This transaction marks the second successful collaboration between Schuster and Kooyman within the Tishman Speyer portfolio, demonstrating their expertise in placing global luxury brands into high-profile retail destinations. EB Kelly, Senior Managing Director at Tishman Speyer, noted that Barberino's arrival strengthens Rockefeller Center's diverse retail mix and supports their vision of blending tradition with innovation. The shop, adorned with the brand's signature green aesthetic, is scheduled to open this fall, further cementing Barberino's ambition to become the premier name in men's grooming on both sides of the Atlantic. For more information about Alvarez & Marsal Property Solutions, visit www.ampsre.com.
Source Statement
This curated news summary relied on content disributed by citybiz. Read the original source here, Luxury Barberino's Opens Flagship at Rockefeller Center, Brokered by AM-PS
