Mytheresa, the leading luxury digital platform, has teamed up with Bemelmans Bar, a storied New York venue within The Carlyle, a Rosewood Hotel, to bring luxury fashion and Vesper Martinis to Aspen.
Together they are creating an immersive après-ski experience that celebrates the art of entertaining. Guests will be offered signature martinis, live piano featuring classics from the American Songbook, and Mytheresa’s luxury edit. The experience will run daily from Feb. 14 through March 2 from 3 p.m. to 10 p.m.
“This collaboration with Bemelmans Bar in Aspen represents a novel fusion of fashion, cocktails and luxury enthusiasts. Our guests will be transported into a luxurious, intimate setting where they can experience the world of Mytheresa while enjoying the legendary ambiance of Bemelmans Bar. It’s the ultimate winter experience for lovers of luxury and après-ski,” said Heather Kaminetsky, president of Mytheresa, North America.
Marlene Poynder, managing director of The Carlyle, said, “Bemelmans Bar has been a defining part of New York’s cultural and social fabric for almost a century. To bring its legacy to Aspen for the first time is a meaningful moment, made possible through our partnership with Mytheresa — a brand that shares our commitment to artistry and exceptional experiences.”
Poynder told WWD that Bemelmans Bar and Mytheresa “have a similar way of clienteling — customers that speak the same language and are looking for loyalty through different means. It’s definitely a business that we see synergies in, from a luxury standpoint . . . . The Mytheresa clients in Aspen very much speak to our clients as well.”
“We’re not looking to replicate Bemelmans in Aspen. We’re looking to have the key components that make Bemelmans what it is,” she added. There will be the famous Vesper Martini with the side cart and cocktails based on the different ski runs in Aspen. “They’ll recognize the Bemelmans coasters and the waiters in the famous red jackets,” she said.
The space has a capacity of 44 seats and they will bring in a Steinway piano. They will also be serving light bites such as oysters and caviar.
As for what she hopes Bemelmans Bar will get out of this collaboration, Poynder said, “For us, it’s to be introduced to a new clientele. We are looking at promoting the bar, the hotel and the space to the next generation. We’re always innovating, and it’s all about the art and the art of entertaining. For us, introducing to that high-net worth client that perhaps we don’t have access to currently, that’s why we do these partnerships. We’re looking for luxury companies that have like-minded values.”
She said the weekend that it’s being kicked off is a big weekend in Aspen. “You either go for the snow crowd or the sun crowd,” she said.
Discussing how she came up with the idea to bring Bemelmans Bar to Aspen, Mytheresa’s Kaminetsky said, “Experiential retail experiences has become a way for Mytheresa to really grow in America.” She said they have previously done programs in the Hamptons and Los Angeles. “When you look at the consumers we have, many of them find themselves in Aspen with a residence or holiday in Aspen. The true story is I was sitting in Bemelmans and looking around, and one of the things I love about it is how iconic it is and it’s so luxurious and the service; it has many like-minded similar sensibilities to Mytheresa. We approached them and basically asked Bemelmans if they’d be interested in reimagining an après-ski retail experience with an interpretation of Bemelmans Bar done by Mytheresa,” said Kaminetsky.
She said Belmelmans has never done an activation outside of New York. “Their team was super open to it, and then we were able to make it happen,” said Kaminetsky.
This represents the first time Mytheresa has done an après-ski experience.
Bemelmans Bar will pop up in the heart of downtown Aspen with a distinctive Mytheresa twist. That includes an ice bar serving Champagne and jewels, and a playful “Press for Fashion” button for stylish offerings served tableside. Even the coat check will offer guests the chance to explore Mytheresa’s curated collection of luxury outerwear. Guests can explore, try on and purchase a selection of luxurious coats curated by Mytheresa, ranging from faux furs to big shearlings to chic, tailored pieces. They can also call for a bar cart to arrive directly at their table, stocked with luxury accessory pieces that can be shopped directly. Handbags, scarves, jewelry, among other items, will be served up from the comfort of their seats.
The wallpaper and matching lamps throughout the space will feature illustrations inspired by Ludwig Bemelmans’ signature style, interwoven with exclusive Mytheresa elements. This specially designed decor by illustrator Xavier Donnelly includes motifs that capture the whimsical essence of Bemelmans’ work, while incorporating iconic Mytheresa touches, such as sketches of Mytheresa’s yellow boxes and bags. Iconic luxury fashion items will also be illustrated throughout, making the decor a blend of Bemelmans’ artistry with Mytheresa’s luxurious product. There are also vignettes that evoke Aspen’s winter magic through the joy of après-ski and alpine fashion.
Mytheresa X Bemelmans Bar mural.
Courtesy of Mytheresa
The bar will feature highly recognizable red-jacketed bartenders serving ice-cold martinis. There will be sidecars on silver trays and classic cocktails, named for luminaries such as Jackie O., crafted behind a mahogany bar.
Mytheresa X Bemelmans Bar Experience
Courtesy of Mytheresa
An ice bar will serve as the centerpiece with Mytheresa’s fine jewelry on display in an unexpected way. Diamond necklaces, for example, will sparkle from inside martini glasses, while pearl rings will sit atop oyster plates.
On opening night, Emmy Award-winning composer and pianist Earl Rose — who has performed for over three decades at the original Bemelmans Bar in New York — will hold court at the Steinway, playing a repertoire of revered classics. “It will have that Bemelmans’ feel,” said Poynder. In a nod to the Carlyle’s artistic heritage around creativity and community, the spotlight will then turn to Aspen’s local artists, who will continue the tradition of the live piano throughout the experience.
The Bemelmans Bar will be located at 620 East Hyman Avenue, in what was formerly a retail space. Reservations are available on resy.com.
In addition to outerwear and jewelry, Kaminetsky anticipates footwear will be strong sellers. “People love shoes. It will be more occasion wear shoes and bags,” she said. Among the footwear brands offered will be Gianvito Rossi, Christian Loubouton, Jimmy Choo, Khaite and Gucci. Sportswear will consist of “cozy sweaters.”
Kaminetsky said they will have four personal shoppers/stylists working with clients. They will expedite orders that will be shipped to Aspen during this time period.
Describing what she hopes the collaboration will do for the retailer, Kaminetsky said, “Every time we have an experience like this, it really allows Mytheresa to tell our story to people who don’t know us. It really becomes a customer acquisition program.” She said it gives them an opportunity to meet and engage with new customers and grow their relationship with existing customers. “That’s the biggest goal of these programs,” she said.
“We are constantly trying to build Mytheresa brand awareness within the Americas. That’s a constant goal. Once people learn about us and engage with us and see our product curation and meet our personal shoppers, they really fall in love with Mytheresa,” said Kaminetsky.
Brands that will featured include Gucci, Khaite, Loewe, Bottega Veneta and The Row. These brands will offer outerwear, along with Moncler, Bogner and Pucci. She said they’re not planning to carry technical wear. From prior experience, she has found that people come to Aspen with their technical ski wear. “What they were looking for were other things to add to their collection,” she said.
She noted that the Mytheresa website will also feature an Aspen Edit.
The Munich-based Mytheresa really started its U.S. push about four years ago when it opened a U.S. office and team to grow the business here, she said. In the last quarter, ended Sept. 30, Michael Kliger, Mytheresa’s chief executive officer, stressed the importance of the U.S. market.
“The U.S. continues to be super strong where we have double-digit revenue growth — 14 percent plus,” said Kliger, in November. “The U.S. now accounts for 20 percent of our business, so it is our biggest region now, and it continues to show great results. It became our largest region two quarters ago.”
