Rustan’s Gateway has a new look for millennials

Ah, millennials. Is there anything they can’t do? The youth as influencer of trends is an idea embraced by many brands, from fashion houses to restaurants to art galleries. Their aesthetic, attention to detail and knack for compartmentalization has been adapted by various industries, retail included. Everything and everyone is getting younger, looks-wise — even Rustan’s.

Founded in the ‘50s, Rustan’s is time-tested and consistent in character: sophisticated and polished. You might even call it classic, because it’s been in all our shopping memories. It usually infuses trends via its product selection, but of late, it’s been carrying out renovations that embrace the spirit of youth, particularly in its store at Gateway Mall, which features a new look.

“Our original store was 7,000 square meters and we thought that wasn’t enough for our offerings there as a department store. Now, we’ve expanded to roughly 11,000 square meters spread throughout four floors. One thing we noticed was that a lot of our customers here were more of the young adults. So compared to our other stores, we have a big offering here for young adults,” says Michael Huang, Rustan Commercial Corporation VP for store planning and expansions. The renovations started three years ago and were finalized in 2015. The past year served as a dry run of sorts for when the new Rustan’s Department Store Gateway Mall is finally launched on Sept. 8.

Immediately, the change is obvious from the young adult section on the first level. Thematic areas like the Denim Bar showcase products in highlighted sections, which are a new feature at Rustan’s Gateway. Walls are lined with items for better browsing — something millennials and beyond like to do a lot of these days. Shoes, bags and sunglasses are categorized neatly for an efficient shopping experience. Lifestyle items, from electronics to outdoor-adventure and athleisure brands like Adidas, Under Armour and Nike, get a bigger chunk of the space for Rustan’s Gateway’s younger market. Rustan’s well-edited roster of menswear brands includes Pedro del Hierro, Adolfo Dominguez and Oleg Cassini, which all carry more casual-lifestyle clothes.

The store’s usual brand of shiny floors and glass-and-metal casings, while still there, are tempered with lots of wood. Ceilings with industrial elements make the space feel bigger and more inviting. The second level — the space for women’s fashion — likewise has sectional areas that highlight Rustan’s exclusive brands selected particularly for the Gateway market. Rustan’s Silver Vault is present, as well as well-loved brands such as N Natori, Pedro del Hierro and Private Label brands.

When describing the home section on the third level, the word “sprawling” comes to mind. Known for its high-end home accessories brands, Rustan’s, at its Gateway store, designed this section for younger families. There’s nothing traditional here. Kitchen appliances here are on the hip and modern side, bordering on gadgetry. While its high-end exclusives, such as Lalique, are still present, it is also the only store that currently has a substantial selection of Red Tag items, which is Rustan’s version of a markdown section. The third level also features a bigger Rustan’s Weddings & Beyond section — pretty much the floor you want to visit if you’re starting a family.

On the fourth level is the children’s section, which Rustan’s has tailored specifically to cater to the toy-seeking market — inside Rustan’s Gateway is the only toy store you’ll find in the entire mall, and it has the biggest selection of toys among all Rustan’s department stores. It also features Nursing Serves and a Gift Registry area. “Now that we have the space, we can give the full offering,” says Huang.

My favorite, and what Rustan’s is most known for, is the beauty area. Rustan’s The Beauty Source in Gateway, while not as big as that in other branches, introduces a unique feature that beauty addicts will enjoy. The Nail Bar, where all its nail lacquer brands are, is also a nail studio where you can get your nails done on the spot. Featured brands have embedded nooks where you can have quick facials and try on products in near-privacy, away from the glare of department store lighting (which, by the way, is warmer and a lot more forgiving at this branch).

Rustan’s Gateway features the latest look from Rustan’s Department Store, offering the same pleasant and relaxed shopping experience they have been known for, but welcoming the younger market with a selection of brands that should make their millennial hearts skip a beat.

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Rustan’s Gateway is located at Gateway Mall, Araneta Center, Cubao, Quezon City.